Why a flawless client experience matters in business

As financial advisors, we have the ability to create our own businesses and client experiences. Carefully look at those experiences. They’re a reflection of who you are and the values you stand for, and — when they’re done well — they translate into success.

Mark Neufeld, CFP

For example, I value punctuality and being mindful of someone’s time. When clients walk into our reception area, if I’m not available, another staff member immediately greets them, offer them a drink and lets them know when I’ll be available. Staff also knows to greet clients by their last names with the appropriate use of Mr., Mrs. or Ms.

Success through systems

The best way I know to ensure consistent and excellent client service is to systematize everything. It doesn’t matter what it is. We have a manual and a script for what my staff says to clients when they walk in the building, when clients call on the phone and what happens in their first meeting with me. It’s a production, and we need to make sure everything is flawless for that client experience to be positive. Through scripting and systems, you master the craft of client experience, and it makes staff training easier.

My team sometimes gives me a hard time because I am so ridiculously focused on making sure everything has a process. For me, though, this is what allows me to get to the level I want at work.

Written by seven-year MDRT member Mark Neufeld, CFP, of Vancouver, British Columbia, Canada, who has six Top of the Table qualifications.

• Hear more from Neufeld in “Double your income … and work less! Inside high-performing offices” and “Want success? Just listen.“
• Listen to more top advisors talk about the importance of the client experience in “Build a lasting business: Inside high-performing offices.”
• For more resources and information on the benefits of joining MDRT, visit our membership page.