Financial Advisory Services Company.

Challenge

Increase prospect conversion ratios from new leads.

Actions

Defined prospects’ buying processes for financial advisory services.

Identified and evaluated the prospect’s experience at the most critical points of interaction with the advisor (ethnographic research used to gain deeper insights between advisor and prospect)

Developed new set of brand attributes better aligned with customer needs and client delivery capabilities.

Determined operational costs to change internal processes and actions to meet new expectations, versus potential value from increased conversion rates

Implications

Client learned that consumer emotions surrounding the financial planning process are very intense and must be acknowledged in the relationship development process

Advisors learned from the research how certain behaviors have a negative impact and what could be done to change them

Impact

Client was able to re-engineer the advisor-to-prospect experience drawing on the influence of new brand attributes.

Client discovered new and unexpected insights into prospect state-of-mind

A new brand platform was developed to guide advisor behavior guidelines

Pilot tests were launched in two major markets and were highly successful…e.g. when advisors modeled the recommended behaviors, prospect conversion increased from 3 out of ten to 7 out of ten