To provide affluent clients with a stellar customer service experience, advisors should strive to move those clients who define themselves as satisfied or moderately satisfied to the loyal category. Again, survey respondents defined themselves as loyal according to their actions: adding more assets, taking away fewer assets, providing referrals and receiving non-traditional services from their advisor.
The
good news is that advisors have control over the business tactics that
drive loyalty. By providing a five-star client experience, advisors can
help increase their base of loyal, affluent clients, which can
potentially lead to greater assets, more quality referrals and a
"sticky" client base who commit to their client-advisor relationship
for the long term.