The Client Engagement Trap And Balancing Touchpoints Vs Rapid Responsive Service: Kitces & Carl 195
In the time between review meetings, advisors are often busy doing work for clients (such as portfolio analysis or reviewing insurance needs). This cadence of work is crucial, but it’s also often invisible, especially when no action is needed. The antidote for many advisors is some sort of communication between meetings – from birthday cards to phone calls to email newsletters. Yet this may be met with a lukewarm-at-best reception from clients, leaving advisors to wonder… what sort of communication touchpoints (if any) actually make a difference to clients?
In this 195th episode of Kitces & Carl, Michael Kitces and client communication expert Carl Richards discuss how to choose the method and frequency of client touchpoints. There is a balance to be struck: if an advisor under-communicates, then clients may not know if or how to contact an advisor between meetings. On the other hand, overcommunication can quickly drown an advisory team’s capacity as a client base grows.
The latest Kitces Research on Advisor Productivity suggests that successful advisors had frequent contact with their clients, but it was almost all standardized, such as newsletters and webinars, that allowed efforts to amplify on a one-to-many basis. This allows touchpoints to scale with the client base… and can provide an organic place for an advisor to both provide guidance and commentary to their client base. Similarly, sending brief messages that affirm that a component of a client’s plan was reviewed (even if no action is needed) can reassure the client that their plan is being monitored.
This approach has two benefits: first, it can illuminate the otherwise invisible work of the advisor. Second, it can free up the advisor’s time so that when the client does reach out, the advisory team can provide a thorough and timely response. The latter is particularly important as the capacity to automate all communication continues to grow – in other words, the advisor will need to carefully determine where it is important to have human, one-to-one availability. Advisors may be surprised by just how differentiating it is to have a blend of consistent communication that accumulates in fast, human-centered interaction.
On the other hand, these scheduled communications may receive relatively low engagement. Clients may not open emails or log into their portals as frequently as advisors would like, which can make advisors wonder if the effort to continually provide some level of communication is worthwhile. This is where discernment is crucial for what types of communication really make difference… yet it can be helpful to remind clients that the advisory team is actively monitoring the situation and is available.
Ultimately, the key point is that an advisor has many avenues through which they could communicate with clients, but it may be more effective to do a few things consistently than many things infrequently. A cornerstone of communication, combined with great, accessible service, is the key to delivering exceptional advice that scales with the firm!
