Pershing Study Shows That Your Website Is Where Clients Get Their First Impression Of You And Of Your Services

Thursday, June 07, 2012 07:36
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Pershing Study Shows That Your Website Is Where Clients Get Their First Impression Of You And Of Your Services

Tags: client acquisition | client satisfaction | communication | marketing

First impressions and looking good still matter. And one place they matter most is in the experience your clients have with you online. The fact is that 71% of clients want to look at your website before they talk to you. After that, they definitely want face-to-face time.
 
The Pershing study that revealed these insights also said that 70% of clients want a high-quality online experience on a continual basis. Meanwhile, only a third of advisors surveyed thought these things were important. This is another disconnect in the client-advisor relationship that has to be filled.

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Clients look to you to help them decipher the glut of information that is thrown their way every single day. They want easy-to-understand financial information. They want more online tools and educational materials. Financial planning tools, asset allocation tools, and performance reporting are top tools clients are asking for. And they want those tools in a secure environment.
 
These findings present a stellar opportunity to strengthen relationships with existing clients (our easiest source of new revenue) and to start high quality interactions with prospective ones right from the first. So if you think websites have become irrelevant, this study shows—at least, in our industry—that they serve one of the most important functions ever: that of the first point of contact with our clients.
 
A4A has many resources that can help in this area. Andy Gluck’s columns on technology give you the low down on what you need and how you can use it. And now you see that having a high quality website is essential to your business and to your client relationships. It’s not the end all by any means. But it’s a valuable tool that clients expect you to be using and using well.
 
Utilized in its proper role—as a tool to support client interaction and relationship building and not as the primary contact mechanism—the returns on your technology investment can increase exponentially.

Comments (2)

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agluck
I've been on this issue for years but if Pershing says it, more advisors will listen. Advisor Products was using this approach five years ago. I am seeing more interest in vaults and client portals -- finally. But advisors are very, very slow to adopt new technology, even when it will improve client experience and efficiency. (I rarely use "very,very" in writing.)
agluck , June 07, 2012
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lisagray
That's true and I agree that the study by Pershing will help create awareness. The reality on the family office service side of things is that more companies are springing up that provide secure vaults and client portals.

Several have been in business for a number of years now. And developments in capabilities are coming along rapidly.

If you recognize that the family office level of service is something that investors want (and they do!), then advisors who want to be part of that evolution may want to become more proactive in upping their technological capabilities.
lisagray , June 07, 2012

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