Customer Experience

Engaging and Building Trust among Financial Advisors

Business Goals

Several times each year, our client, a national investment management firm, conducts due diligence meetings to educate financial advisors about its products, services and its brand. Our client sought to leverage these events as a means to capture advisor feedback on its brand and the overall customer experience.

Approach

A two-page survey was provided to advisors during the due diligence meetings. Areas covered included brand perceptions, consideration within various product categories, touchpoints and experience (e.g., website and wholesalers) and suggestions for improvement.

Impact

This cost-effective research program helped our client to identify brand messaging that is and is not breaking through, to understand the impact of advisor engagement touchpoints and to obtain valuable ideas for how to strengthen its relationships with advisors.