Thursday, 03 December 2009 00:00

Using Surveys to Gather Information and Let Clients Know You Care

Written by  Marie Swift
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Last time, I provided some tips on how you can add multi-media to engage your audience online. This time we’ll talk about using surveys to gather information, build relationships with clients and cull out business opportunities.

 

Conducting a client survey is a good way to let them know that you care what they think. More important, it will yield valuable information about your clients and your market. With survey information in hand, you can anticipate problems, capitalize on opportunities and expand business relationships. www.SurveyMonkey.com and www.Zoomerang.com are both quick and easy to use, although I recommend that you pay the $20 per month fee to get the ad-free service. You can "brand" your survey template with your logo or even have a graphic designer create a custom banner.

Alternatively, you could outsource your survey. Three good turnkey services include www.AdvisorImpact.com, www.MyClienTalk.com and www.ClientOpinions.com. Features and prices vary, so compare all three before you decide which way to go. You may also be entitled to a discount based on your institutional affiliation.

If you word it carefully, your compliance department may allow you to send out a summary letter to your clients or a news release to the press. You might also ask about including the summary of results (or a modified version of it) on your website or new client pocket folders. If you decide to use one of the industry-specific outsource solutions, they will offer advice and ideas on how to word and promote your survey results.

Julie Littlechild, president of AdvisorImpact and creator of the Client Audit system, did some research on the Economics of Client Loyalty. Her research paper is available here: www.advisorimpact.com - don’t miss reading it. The Economics of Client Loyalty is eye-opening information.

Marie Swift is president and CEO of Impact Communications, a marketing and PR firm that for over 17 years worked exclusively with independent financial advisors and the institutions that serve them. She is a popular speaker and coach for the Garrett Planning Network, Kinder Institute of Life Planning and FinancialPlanning.com. A frequent contributor to industry publications, her articles appear regularly in Financial Planning magazine, Bank Investment Consultant magazine, Research.com, Transitions e-zine and MorningstarAdvisor.com. Follow her on www.Twitter.com (marieswift). Read her Best Practices in the Financial Services blog at www.marie-swift.blogspot.com.

Last modified on Tuesday, 13 July 2010 14:31
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Marie Swift

Marie Swift

Marie Swift is president and CEO of Impact Communications, a marketing and PR firm that for over 17 years worked exclusively with independent financial advisors and the institutions that serve them. She is a popular speaker and coach for the Garrett Planning Network, Kinder Institute of Life Planning and FinancialPlanning.com. A frequent contributor to industry publications, her articles appear regularly in Financial Planning magazine, Bank Investment Consultant magazine, Research.com, Transitions e-zine and MorningstarAdvisor.com. Follow her on www.Twitter.com (marieswift). Read her Best Practices in the Financial Services blog at www.marie-swift.blogspot.com.

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