Proactive personalization is often behind the scenes and based on the notion that the ideal service model is not right for everyone. Preferences for each individual client should be sought out for those important clients by asking narrow, service-related questions. These questions should be geared toward considerations like contact frequency, communication mediums, types of events, types of connections, and COI recommendations. Ultimately, a planner should start with the service model framework and then make small adjustments to personalize the communication.
See Stephen Boswell & Kevin Nichols, Personalize the Client Experience with These 5 Questions, Wealth Management, April 12, 2017.
Special thanks to Jim Hillhouse (Professional Legal Marketing (PLM, Inc.)) for bringing this article to my attention.
