How to deliver a five-star advice experience

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FIVE-STAR

ADVICE EXPERIENCE

The last guide to client engagement, retention and satisfaction you’ll ever need.

Y A D TO •

How to deliver a great client experience but not overload yourself doing do

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Review your current client experience across 11 key areas (and find low-hanging fruit)

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Understand the 3 types of client touchpoint and see live examples/ templates.

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How to map out your client experience across three client lifecycles.

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How to roll it out and when to introduce technology

Business benefits •

Client advocacy which translates into more, great referrals.

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Repeatable process the team can drive, freeing up time and headspace.

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Reduced fee sensitivity and great engagement in the right ways, increases profit.

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Increased business valuation.

Y H W

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E M

R E B M E C DE 2013

S E O G E L TIT E R E H

E T A R O P COR M O D E E R TO F

S E O G E L TIT E R E H

2014

D E G A R E LEV

Y H W

?

S I TH

PRICE QUALITY

EASE YOU COULD HAVE 2/3

CX

“You can draw a line in the sand.

If you’re a business only focused on offering a service, you can be commoditised. Technology can replicate you and do it cheaper, faster and better all at the same time.

But if you’re a business offering an experience, you’re immune. The human experience is one thing technology can’t easily copy….”

- Kevin Kelly Futurist, founding executive editor of Wired magazine, Author, Photographer, Conservationist, Student of Asian and digital culture & all-round interesting dude.

“In industries where price is constrained and product is no longer a differentiator, client experience becomes key.

Suddenly, this industry is no longer simply about delivering financial services. Rather, it’s the business of creating financial experiences.�

- eMoney: Why Experience Matters whitepaper

What the research found was “Companies with customers who have many equally convenient and strongly differentiated choices see major revenue upside from superior customer experience (CX).�

Put simply, when customers have more choice, an exceptional client experience has a significant impact on revenue and differentiation.

86%

clients will pay more for a better customer experience By 2020, customer experience will overtake price and product as the key brand differentiator.

Source: Walker, Westpac Global outlook: Five trends in customer retention.

E H T

E S I M O R P

N O I T A C I N COMMU

N O I T N E T E R

PROFIT

R A T S E V I F E C N E I R E P EX

S S E C O R P

Y C N E I C I F EF

Y G O L O N TECH

E C N E I R E P X 3E

S H T Y M

MYTH #1

THE “MORE” MYTH MYTH #2

THE “BIG BUILD” MYTH MYTH #3

THE TECH MYTH

” E R #1 THE “MO H T Y M

W E I V RE

Easy

E U L A V H G I H & Y S A E

E U L A V W O L & Y S A E

E T A C I L P DU

E D I C DE

EFFORT

E U L A V H G I H & D R HA

E U L A V W O L & D R A H

E N I F RE

?

Y H W

Difficult Low

VALUE

High

ADDED EXTRAS

EASY TO REACH

FULL OF ANSWERS

USEFUL PARTNERS

Your business has ways of adding value that aren’t only about your direct area of expertise

Information on how to make contact is readily available on your website and in your communications.

You openly and regularly share relevant information answering real-world questions your clients and prospects have, both personally and without need for human contact.

You partner with other professionals and business who are able to add value to the types of clients you work with in tangible terms.

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SIMPLE LANGUAGE

GREAT IMPRESSIONS

SHOW APPRECIATION

LOW FRICTION

The way you talk about advice, both in your marketing and client engagement, is clear, concise , jargon-light and isn’t a barrier to understanding.

You have a systematic way of ensuring the way that you engage new clients and finish work with existing ones leaves great first and last impressions.

You have ways of delivering little pieces of unexpected wow that ensure clients feel like they’re an important part of your world.

Your engagement processes are designed to make it simple for clients to engage with and work with you, and from their perspective it feels smooth.

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THE MUM TEST

FEEL/ SMELL/ SEE

DO THE UNEXPECTED

The experience enjoyed by prospects and clients is the very same one you’d deliver if a family member or friend engaged you.

You have a consistent and modern brand, your office space gives a great impression and there is a focus on how your efforts impact clients in a positive emotional way.

Your business has means of delivering special moments that delight clients and aren’t usually expected.

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11 SIGNS YOUR EXPERIENCE IS IN GOOD SHAPE _____ /55

#2 THE “BIG

H T Y M ” D L BUI

12 VALUE INTERACTIONS INFORM & INVOLVE

TEACH & MOTIVATE

BRIEF

TRAIN

The right information at the right time

Key co'()c*+

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The `Ya5 bu(cr1P

CLARIFY

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The `Ya5 bu(cr1P

Make something easier to understand

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Give them information that leads to better outcomes

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Usi'v tR< P>mta0 QBd1o Kc:xe

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Re-exlH):n *8e mYE1H

WelXYA1 Kit

PerPY2Wl LoYJ Q:deY

Six JY2tR SheXz Bn XWHl

EXPAND

Assist friends, family and peers with no strings

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Sha5< WmtiXH< p15+on)0Hy

Infi(< t> gehBnW5/ seJB2Wr

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INTRODUCE

Give them a boost by pointing out progress

"Yoc’re B' (h1 *o= x%”

Asp Cor n<1xbaXz tR<2 c:5Sle {)Sk

Gift something unexpected

ENCOURAGE

Infi(< t> lo+t Y' v>alP w)l0

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APPRECIATE

Shine a light deeply on something to improve

Make it more convenient or simpler to act upon

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Whe'/ hog (Y apEa(< dW*a

SPOTLIGHT|

FACILITATE

Fac*CBnE:2g O'Hin< J1e(BnK

Let UP K2ow uBP(

Show how you’ve done what you said you would

Give insight into the road ahead

SIMPLIFY

Our „'Q<s*A1n* =hi0Y+>pRV

DELIVER

LEAD

Put things in perspective

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EXCITE & DELIGHT

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Connect them with other people of value

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Asp iC tR<V n1eE 8<ll w:tR ‹

H C E 3 T # THE H T Y M

H C E 3 T # THE H T Y M

â&#x20AC;&#x153;The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.

The second is that automation applied to an inefficient operation will magnify the inefficiencyâ&#x20AC;?

Bill Gates

LESSONS FROMâ&#x20AC;¦ 50 web hits/ day to $31bn in 8 years

N A I R B MEET

#2 - Design an 11 star experience “If you ask anyone how to improve your business they’ll always suggest something small. The questions needs to be bigger and almost create a mindf **k situation.

So, we started from the best we had and just got silly from there. What’s a 5-star experience? How about 6-star? What happens at 8? What’s 10 look like? Finally we got to 11 where you show up at the airport and Elon Musk is there saying: ‘You’re going to space.’

The point of the the process is that maybe 9, 10, 11 are not feasible, but there’s a sweet spot between.

You have to almost design the extreme to come backwards. This is the kind of stuff that creates great experience.”

THEIRS

#3 - Identify the magical elements that will scale “We had a photographer follow this guy from London, Ricardo, around on one of his trips to San Francisco. We learned his trip was awful. He’d go to Alcatraz by himself with the headset, eat at Bubba Gump, stay in a budget hotel and go to a hotel bar alone, not talking to anyone because he was introverted.

Then we had the team storyboard the perfect experience and flew him back; driver pick up at the airport, the best AirBnb we could find, he went to dinner parties, the best seats at restaurants and a midnight mystery bike tour. At the end, I say, ‘How was your trip?’

He says, ‘It was amazing, the best I’ve ever had.’

That became a blueprint. We knew we could do it for one person. The next focus was how to develop a technology/ systems that could do it 100 million times?

It’s the hero’s journey. We applied this to trips, built a small team, and we spent the last couple of years figuring out how to scale this. Today it’s what became Airbnb Trips.”

O T D E E N T ’ N O D U O Y 0 0 1 R O F S I H T DO …

E L P O E P N O I L L I M

JOURNEY MAPPING LEGEND Human to human interaction

Timeframe

Day 1

Day 2-7

Day 4-10

Day 11-21

Day 14-60

Event/ Milestone

Fir$/ c01/2c3

Fir$/ m%53i&g

Dat= >23?er

StAa/%gB BDEepA9&t

Pre$%&t A*+ic%

Inform/ Involve touchpoint Teach/ Motivate touchpoint

Action/ Communication

Excite/ Delight touchpoint Month 3

Month 2

Celebrate Wins

Month 6

Month 12

Rev95:

Mon 13 Jan Reboot 2020

Month 9

R E D R O S I H T IN 1. Design the Process 2. Create the Templates 3. Practice with a pilot group 4. Refine based on learnings.

5. Repeat until Finalise 6. Systemise/ Automate/ Support-omate

H C U M SO

â&#x20AC;¦ E R O M

Pricing

Systemisation

New Client Process

Content Marketing

Software Target Market Digital Outsourcing Review Process

E K I L D ’ U O Y IF

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