Hot business tip number 6: Tailor your communication strategy by client generation
Get your comms strategies right across the generations.
The Zurich sponsored ‘Connecting with Clients’ whitepaper identifies the communication preferences of different client generations (Gen Y, Gen X, and Baby Boomers), and quantifies the impact of tailoring the mix to these generations.
Channels examined included one to one (e.g. meetings, phone calls, personal emails) and one to many (e.g. newsletters, social media, and online content).
By comparing the level of satisfaction amongst clients who were having their communication preferences met versus those who weren’t, the research quantified the increased client satisfaction that occurred when communication was tailored by generation.
Research highlights include a preference for younger clients to have informal meetings away from the adviser office, a decreasing demand for printed materials across all age groups, and a growing demand for communication through digital channels including social media and apps (across all ages).
The research also underlines the importance of adviser websites being optimised for mobile devices, which are becoming the dominant way to access online content.
The benefits of tailoring include client satisfaction score increases in excess of 13%.
Zurich has partnered with the Beddoes Institute and AFA to develop a Communications Mix Simulator, which allows you to assess your current mix and highlights areas for improvement (and simulates the potential benefits).
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This is an extract from a collection of business improvement tips for advisers, launched at Zurich’s Trax2Success national roadshow, featuring the 2013 AFA Adviser of the year Jenny Brown.
Click here to read Hot business tip number 1: Look after yourself and your staff
Click here to read Hot business tip number 2: Survey your clients
Click here to read Hot business tip number 3: Place a higher value on your time
Click here to read Hot business tip number 4: Review your client onboarding process
Click here to read Hot business tip number 5: Adopt an estate planning methodology across your business
Click here to read Hot business tip no number 7: Change your approach to review meetings
Click here to read Hot business tip number 8: Create a differentiated service offering (segment your client base)
Click here to read Hot business tip number 9: Set up a Board of Advice
Click here to read Hot business tip number10: Develop a client retention strategy
Click here to read Hot business tip number 11: Run a program where staff drive improvements
Click here to read Hot business tip number. 12: Build your emotional intelligence
Click here to read Hot business tip number. 13: Go Social
Click here to read Hot business tip number. 14: Get better at handling objections
Click here to read Hot business tip number. 15: Create stronger referral sources
Click here to read Hot business tip number. 16: Set up a Google account
Click here to read Hot business tip number. 17: Learn from leading advisers
Click here to read Hot business tip number. 18: Make better use of technology in your business
Click here to read Hot business tip number 19: Improve your office environment
Click here to read Hot business tip number 20: Develop a great value proposition
Click here to read Hot business tip number 21: Make more use of video in your business
Click here to read Hot business tip number 22: Optimise your website for mobile
Click here to read Hot business tip number 23: Have a marketing plan
