I recently read Scott McKain's book "What Customers Really Want" - how to bridge the gap between what yor organisation offers and what your clients crave.
With FOFA and all that it may present perhaps nearing it's final stages and the implementation date of July 2012 ever closing in, McKain's message is even more relevant.
But for most businesses it's hopefully not a panic to re-invent themselves. Rather it's a re-focus and a re-telling of the stories that the business already has at it's disposal.
McKain quotes Hilgers and Matlock in their book The Power of Agreement and their five steps to customer satisfaction:
- reliability
- responsiveness
- assurance
- empathy
- tangibles
In financial services being there for clients, returning calls, a comfort letter after SOA sign-up, demonstrating social proof using past client stories and making it all relevant with client dreamboards, client referral and reward nights - deliver on all of these.
What else does your business do to deliver on these elements?
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