In our last post on client-advisor relationships, we examined how the recent recession and digital technologies have shaped how investors approach client-advisor relationships. Today, we conclude our “Gen D in Focus” series with suggestions for reaching out to connected investors.
Becoming a trusted partner and advisor
Members of the digital generation—both current investors who are seeking to regain financial security, and future investors who are unsure and underprepared to take the next step—are looking for a trusted partner and advisor. Although the Internet is often the first place they go for information, Gen D investors are not naïve. Financial services firms must be able to demonstrate their expertise, and position themselves as teaching skills rather than selling products.
“It’s great if the service we’ve all been asking for is being offered, but I need to trust it,” explained one focus group participant. “They’d have to convince me of that.”
Winning over a skeptical audience
Our focus groups suggest that firms can win over the digital generation by arming them with tools for gathering information. That may involve:
- Offering non-sales-oriented education.
- Establishing peer communities that permit and encourage feedback.
- Developing cross-device applications and a customizable web presence.
Firms will come away with critical insights regarding Gen D investor needs and preferences that they can use to personalize their approach and strengthen client-advisor relationships.
I hope you enjoyed our “Gen D in Focus” series. Check back for highlights from our quantitative survey results in the coming months.
In May 2012, Accenture launched a research project to gather insights into “Generation D” investors and advisors—Millennials, Gen-Xers and Boomers who depend increasingly on digital interactions. “Gen D in Focus” is a four-part blog series that reveals highlights from our July 2012 focus groups. These initial findings will be explored and refined further using quantitative techniques.
Read other posts in the series: