Client Surveys

Melchinger, John H.
October 1997
Journal of Financial Planning;Oct97, Vol. 10 Issue 5, p110
Academic Journal
The article presents suggestions for financial planners on how to conduct client surveys. To obtain and maintain effective, timely information about how clients feel and what they really want, planners need to provide the right questions and the appropriate forum for answering them. Client surveys can take many forms. When asking for personal introductions from the best clients and centers of influence, leading a one-on-one conversation about business relationship can work remarkably well to find out just what the client expects and how the client wants to be treated. A report card is not just a questionnaire-- it is a method for developing meaningful dialogue with the clients. A semiannual client letter can mention significant findings in the surveys and steps planners are taking to improve their practice, all of which is good news for clients who want to know that the advisory services are keeping up with the times. In all, client surveys--whether they take the form of report cards, questionnaires or some other media-- are excellent for keeping up with the clients' attitudes in changing times.


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