The most common reason why affluent clients say they would switch advisors is their advisors’ failure to respond to their communications in a timely manner, according to a study conducted by Spectrum Group and The Vanguard Group in 2013.
However, “timeliness” is subjective, and many of the clients surveyed expected advisors to return their calls within two or three hours.
Affluent clients take it for granted that their advisor will manage their money well, says Sara Gilbert, founder of Strategist in Montreal. So they seek that extra service.
Adds Gilbert: “Their mindset is, ‘What else have you done for me lately?'”
The solution is to set reasonable expectations regarding timely responses to clients’ messages. Here are four steps toward setting and meeting those expectations:
1. Incorporate returned-message policy into your service agreement
Just as you would lay out how often you will phone and meet with your clients, explain your policy regarding how quickly you return messages.
A good general rule is that phone calls and emails will be returned within one business day. This is a reasonable standard for your “A” and “B” level clients. For “C” clients, Gilbert says, aim for one to two business days.
2. Set up your next interaction at every meeting
Before your client leaves your office, be clear about your upcoming meeting dates and when you will get in touch by phone. Keep in mind that your planned meeting times may not fit your client’s busy schedule, so be flexible.
For example, you can ask a top client if she will be available to meet in four months. You’ll also inform her that you will check in with her by phone within two months. Make sure you also tell your client she is welcome to call or email at any time with questions or concerns.
Chances are she will not feel the need to contact you because she knows exactly when you’ll be contacting her.
3. Get your team involved
Make sure you have a team practice-management policy that explains how quickly clients will receive responses.
Team members can be made responsible for responding to some messages when it is difficult for you to get back to someone within your allotted time. Having a team member call or email your client back creates an opportunity for that team member to resolve the issue without your getting involved.
3. Know when to make exceptions
While most clients will be satisfied with the your timeline regarding contact and returned messages, there will always be those few clients who expect instantaneous service.
Sometimes these clients are worth accommodating; sometimes not.
Says Gilbert: “If they make up a good chunk of your business, as long as they are respectful, you can accommodate that one demanding client.”