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Source: Prince & Associates Inc., Survey of the Affluent for Janus
Present Day ChallengePresent Day Challenge
2
Builds a Moat Around Your ClientsBuilds a Moat Around Your Clients
Joseph A. Michelli, Ph.D.Joseph A. Michelli, Ph.D.
Best-Selling Author• The New Gold Standard:
Ritz-Carlton• The Starbucks Experience• When Fish Fly
Has Worked With • Zappos• Mercedes-Benz• American Express• Hewlett Packard
4
AgendaAgenda
What is WOW?
Critical Factor for Delivering WOW
Framework for WOW
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WOW is…WOW is…
Source: Janus Labs & Joseph Michelli, PhD
A Unique, Emotionally Engaging
Experience that Goes Beyond
Expectations and is Readily Recounted.
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What’s Your ?
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WOW is a MindsetWOW is a Mindset
What
How
When
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Client SegmentsClient Segments
Platinum
Gold
Silver
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List Two Platinum ClientsList Two Platinum Clients
Client #1: Loyal
Client #2: At Risk
Client #1: Loyal
Client #2: At Risk
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Key PointsKey Points
WOW is a Mindset
Builds Moat around your Clients
Emotional, Beyond Expectations, Talked About
Think about Client Segments
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AgendaAgenda
What is WOW?
Critical Factor for Delivering WOW
Framework for WOW
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Know where to find information and how
to use it—that’s the secret of success. -Albert Einstein
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InformationInformation
A Three-StepA Three-StepProcessProcess
GatherGather RecordRecord
LeverageLeverage
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Be Fanatically Interested
Passions and InterestsPassions and Interests
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Occupation Recreation Family
“Listen When they don’t Think
You’re Listening.”
Use TechnologyUse Technology
Google Alerts™google.com/alerts
Social Media SitesFacebook.com, Twitter.com, LinkedIn.com
Public Company Filingssec.gov, investor relations web sites
Professional Organization Websites aicpa.org, local chapters
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Driver
Social
Analytical
Consider PersonalityConsider Personality
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And Emotional DynamicsAnd Emotional Dynamics
TokensTangible expressions of appreciation
AcknowledgmentVerbal/written acknowledgment or praise
ServiceActs that have direct impact on their life/lives of others
Time One-on-one time invested in the relationship
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Any actions taken to show appreciation with clients should be done in accordance with your Firm’s compliance policy.
CRM
Client Files
Note Cards
Team Sharing
Record EverythingRecord Everything
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Two Clients
Passions or Interests?
Personality/Emotional Dynamics?
What Else?
WOWful ExerciseWOWful Exercise
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Passions and Interests
Listen When they don’t Think You’re Listening
Capture Everything
Key PointsKey Points
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Awareness & Practice
Engage Team
Adopt Framework
Now that you have this Information…What do you do with it?Now that you have this Information…What do you do with it?
© The New Yorker Collection 1994 Dean Vietor from cartoonbank.com. All
Rights Reserved.
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A Framework for WOWA Framework for WOW
Platinum:Personalized
Gold:Customized
Silver: Generic
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Platinum Level ClientsPlatinum Level Clients
Examples:• Travel guide before vacation with notes • Show support for their favorite charity • Help fulfill a long-standing wish• Acknowledge unique account milestones
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Personalized
• Shows you’re thinking of them• Based on client’s unique preference• Framed on personal level
Any actions taken to show appreciation with clients should be done in accordance with your Firm’s compliance policy.
The Reality
6B pcs Mail sent across U.S. annually
52 Emails/Day received by avg. U.S. worker
Handwritten Notes: Nearly 100% success rate of being read
Source: Dotenotes, Inc, Handwritten Letters in a Digital World, 2007
Power of the Handwritten NotePower of the Handwritten Note
Tips•30-40 words•Positive•Look for Emotional Link
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Gold Level ClientsGold Level Clients
Customized
• Can be delivered to multiple clients• Highlight unique, thematic event• Leverage partners
Example:• Client appreciation events (thematic)• April 15th survival kit for CPAs
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Silver Level ClientsSilver Level Clients
Examples:• 2 ¢ stamp when postage rises• Wine, fruit baskets at holidays• Unclaimed.org
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Generic
• Can be delivered to all clients• Strives to meet broad, unstated need• Operational excellence “plus”
Two Platinum Clients
How Could You WOW Them?
WOWful ExerciseWOWful Exercise
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Conclusion & Next StepsConclusion & Next Steps
Start with Top Two ClientsLoyal and At Risk
Information. Information. Information.Gather. Record. Leverage.
Transfer Knowledge into ActionDeliver Different Levels of WOW Across your Book
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Thank YouThank You
Contact Your Janus Sales Director at 877.33JANUS or janus.com for More Resources
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C-1011-104 10-30-13155-15-13871 12-11