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Michael Kitces' #FASuccess Podcast: Dennis Moseley-Williams on What Makes a Great Client Experience

There is a difference between simply giving better client service and a truly distinct client experience.


Welcome back to the 114th episode of Financial Advisor Success Podcast!

My guest on today’s podcast is Dennis Moseley-Williams. Dennis is the founder of DMW Strategic Consulting, a boutique consulting firm that works with financial advisors on how to design and deliver a great client experience.

What’s unique about Dennis, though, is that he’s not simply focused on how to improve client service, but that he has trained and studied under Joseph Pine, author of the seminal book The Experience Economy, and has specialized in applying The Experience Economy concepts specifically to the domain of financial advisors.

In this episode, we talk in depth about the difference between simply giving better client service and a truly distinct client experience. How the focus of better service is to save a client’s time and money, but a great client experience is about ensuring that the client’s time is well spent. How the delivery of a great client experience starts with viewing everything about your financial planning process as an experience to be staged for clients, and why in the end it’s not just about what you do for clients but what change for the better you help to create in their lives.

We also talk about the practical steps to take to start adapting your firm toward delivering a better client experience, starting with how to more effectively target who you want to serve by taking a niche, niche, weird approach to identifying your target clientele, why it’s so important to develop a theme to the experience you’re trying to create for your ideal clients, why you should think of your advisory business as a stage and industry products and your financial plan itself as props in that staged experience, and how the challenge of creating a unique client experience for which there's no clear instruction manual on how exactly to do it for your particular ideal clientele is part of what makes it so profoundly unique and differentiating in the marketplace.

And be certain to listen to the end, where Dennis talks about the importance of finding your own true authenticity and crafting unique client experience and how, in the end, building an advisory firm and a great experience for clients is really just about doing one great thing for one particular type of ideal client and then really going all in to own it.

So whether you’re interested in learning about how you can leverage “the experience economy” for your advisory business, why discovering your “theme” as a financial advisor is so important, or actionable steps you can take to improve your clients’ experience with you and your practice, then we hope you enjoy this episode of the “Financial Advisor Success” podcast.

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