Take The First Step Towards Greater Efficiency With Client Segmentation
Client segmentation should be one of your first steps towards creating greater practice efficiency and profitability. Yet we have found that advisors are skeptical about client segmentation due to the fear of losing clients. Firms that have implemented client segmentation have found that segmentation aids in the retention of your ideal clients.
Client segmentation is about improving customer service for all of your clients. Use it to deliver solutions more effectively by streamlining and automating the services you offer. Aligning the right level of advisor support to the client’s specific needs results in increased client satisfaction and in turn may even result in more client referrals.
Start your segmentation process by defining client value. Viewing each group with different needs and priorities will present you with the ability to serve each segment based upon their needs, not the firm’s profits. Advisors often discover that they can expand some client segments, when they know specifically what costs they will need to put against projected revenues.
Begin your segmentation process by following these steps:
- Define client value – Identify the drivers of value in your client relationship
- Quantify client value – Create a rating system to gauge each client
- Test your system
- Define Segments
- Track segmentation data
- Define & Update Processes
A firm’s defined segments may look something like this:
- A+=top 2% of your client database
- A=next 18%
- B=next 10%
- C=next 50%
- D=next 20%
To make segmentation truly effective, determine the type of services and frequency to promote clear communication to clients and prospects.
Trying to provide the same high level of service to everyone can make it difficult to focus on the more complex clients and on the inevitable changes that come with growth and business development.
Ironstone can assist you in developing a client segmentation plan, identify gaps in your existing plan and collaborate with you to develop a solution to achieve the results you are looking for.
Contact us for assistance in starting and improving your client segmentation plan. View our Segmentation Guide! SegmentationGuide
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