This post is part 1 of our 8 part series on increasing Client Engagement from our Client Relationship Performance in the New Behavioral Economy White Paper. The insights will demonstrate in practical terms how to apply predictive behavioral insights to tailor client communication and provide unique client experiences.
Behavioral Insight 1: The Influence of Natural Behavior on Client Relationships
Chris Coddington tells the story of a first meeting with a man named Frank Butler. At the start of this first meeting Frank took over the agenda and wanted to get straight down to business to address the goals he had for the rest of his life and the way in which he wanted his money to be looked after. Frank made it clear that he wanted Chris to be direct and provide him with options and recommendations. He did not need to have detailed explanations up-front, although he expected Chris to be ready if he did ask for research. Further, Frank pointed out that his comprehension style was more to learn by discussion in a one-on-one interactive setting. Also, Frank said that he liked 30-minute meetings and that he did not see financial planning as a social experience. What is motivating Franks communication style?
We often assume that the way a person behaves and communicates is shaped by the energy of money or business conditioning. However, it goes much deeper than this. The correct starting point to understanding our clients relationship approach is to discover their natural DNA Behavior, the core of who they are. This is the behavior that was hard wired into them by the age of 3 based on their genetic DNA and early life experiences. The natural behavior often sits deep below the surface, and the client and advisor can be easily blind to it.
Behavioral Insight – Natural Behavior is Predictable
Natural DNA Behavior predicts how people wish to be communicated with, the type of service experience they desire and generally how they will respond to life and financial events. This behavior will then be the force driving advisory relationships and many of the clients life and financial decisions, particularly when under pressure.
When clients are under pressure they will revert to their natural DNA Behavior, as it is the
go to or flip back behavior. Pressure is often caused by money, relationships and events, which drive emotions. What we have learned is that a persons natural DNA Behavior drives how he or she uniquely wishes to be communicated with and the type of service experience that person will desire. Also, it will generally drive how life and financial decisions are made. A key point is that the natural DNA Behavior will remain inherently consistent throughout a persons life and therefore is highly predictive. Of course, people will communicate from time to time outside of their natural DNA Behavior because of current circumstances, life history, values and education. Therefore, it is also wise to know the influence of these life events on the way the clients want to be related to in specific situations and how their decision-making may be influenced.
What are your thoughts? For additional information on increasing engagement of others, visit our Communication DNA Website.