Summary
The field of behavioral finance continues to explore how people arrive at decisions. One important new area of research is the study of the human experience: how people process the events that happen around and to them. For the financial advisor who wants to improve the client experience, this research represents rich areas of possibilities.
Scott and Ken explain how the research of J. Robert Rossman and Mathew D. Duerden applies to the relationship-management work of financial advisors. Ken and Scott introduce the idea that every interaction between an advisor and a client—from a simple check-in call to the annual client review—is an opportunity to build trust and increase satisfaction. The conversation includes both reflections on the theory and practical examples. The goal is to help advisors redefine their thinking about designing client experiences.