Australian NEWSLETTER JULY 2017
CLIENT SURVEY RESULTS
One of our most popular tools is CATScan – our client satisfaction survey that seeks feedback from clients and establishes their levels of satisfaction with their adviser. Conducted on a strictly confidential and anonymous basis, we’re happy to report that clients are generally very satisfied with their adviser. But, as we dive a little deeper into our analysis, a couple of interesting results have emerged:
1. The Five-Year Anniversary
As clients approach this milestone, it seems that they become a little less satisfied with their adviser. We’re no too sure if it’s a case of familiarity breeding contempt, but the fact remains that the five-year mark is an important time.
Suggestion: Why not recognise the anniversary? A ‘thank you’ note or phone call to say that you’ve appreciated their support over the years (and you look forward to continuing the relationship for many more years)?
2. SME Clients
Just like you, your business clients are time poor, with a thousand things on their mind at any one time. They have higher expectations and are generally less tolerant of sub-standard service. They are certainly the hardest markers of all clients.
Suggestion: Appreciate their time pressures; start meetings on time, utilise technology (for communication, meetings, admin tasks etc) and ensure your service suite is able to address the varying needs of the business client (does your own professional network need to broaden, to tap into other client needs such as tax planning, general insurance, legal)?
3. Age does matter
Our analysis over many years, has consistently shown that a direct correlation between satisfaction levels and the client’s age exists, as the following graph clearly shows. This raises the question – why should one group of clients have a considerably higher level of satisfaction than another?
Could it be that the practice isn’t differentiating it’s service delivery between different types of clients?
Suggestion: Recognise that different ages experience things differently. Consider the language used in your communications, the time you set aside for client meetings, the office design and layout. Are you employing a ‘one size fits all’ approach?
4. New clients
It came as a surprise to us that, on analysis, it seems that new clients (<3 years) are not as satisfied as longer duration clients. We’re not too sure if there’s a ‘buyer’s remorse’ factor at play.
Suggestion: Review your onboarding process for new clients. Does it incorporate multiple contacts (not just from the adviser directly, but also key practice staff)? Do you proactively seek feedback from new clients? why did they join your practice? What has been their experience? What suggestions can they offer? Finally, actively set and manage client expectations.
5. Adviser dependency
The good news is that clients love their own adviser. In fact, 91% expect an ongoing relationship with their adviser; 87% are more than happy to refer him/her to their friends. Very positive. The bad news is that clients don’t seem to love the practice as much! In fact, only 37% of clients tell us that they would stay with the practice, if their adviser left.
Suggestion: Ensure clients are introduced to your key staff when visiting the office. Don’t be backward in promoting staff at events, through your communications and website. And, of course, delegate client facing tasks to staff as much as possible.
HOW DO YOU KNOW… if your clients are not satisfied?
It’s often a case of not knowing until the client actually leaves the practice. But there are a few early warnings, which you can keep an eye out for:
- Poor acceptance rates for invitations to seminars, special practice events and surveys for example
- Pulling out of pre-planned meetings
- Increasing number of complaints
- Increasing number of clients who leave
- Clients aren’t referring
- Poor feedback from satisfaction surveys
If you’d like to know what your clients are thinking, perhaps our CATScan is the answer. It’s an extremely simple exercise which will provide you with not only a wealth of info and insight, it will provide you with the comfort of actually knowing!
PRACTICES & THEIR CLIENTS 5 key stats…
- Clients aged 60+, 49%
- Retired clients, 40%
- Top KPI (as rated by clients), “Business Relationship/Level of Trust”
- Practices with a clearly articulated Client Value Proposition, only 56%
- Practices who ask for feedback from clients, only 34%
AH-HAH! MOMENTS Send us your Ah-hah! moments (when someone says something that resonates with you and the lights go on!). Prizes for those we have not heard before. Some we have heard recently…
- Ensure all staff know your CVP and how the practice actually goes about delivering to it.
- Delegate responsibility to someone in your practice to look for ways to enhance the ‘client experience’.
- Send an email to all staff each day, to advise the names of clients coming into the office that day.