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Increasingly conscious of their buying power, investors want advisors to get personal according to new Broadridge research.
Client attitudes toward their experience with advisors show not only a growing awareness of their power in the marketplace, but a readiness to walk away from companies that provide a customer experience (CX) they consider subpar.
Twenty-five percent of consumers surveyed by Broadridge said they stopped doing business with a company — not because of products or poor service — but because the company did an inadequate job of personalizing their experience.
Millennials are even harder to please: 35% said a lackluster CX would cause them to search for a new professional.
The takeaway? Technology itself may not be the major disruptor to a business. A lack of client awareness on the part of a company may be a bigger threat. This white paper explores the 5 critical steps toward a digital customer journey, and seven “calls to action” to put your firm and its advisors on the right path.
