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Choose a Client Portal as Wisely as Choosing Your Dog

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Choose a Client Portal as Wisely as Choosing Your Dog

People tell me that dogs are a sign of how the dog owner feels about him or herself and what they value. I agree.

The 6’9″ man with the tiny dog tells me that he values love, being cuddled and protected. The scruffy 5’9″ man with the two greyhounds tells me he values the feeling of being stately and proper. And the woman with the fancy white poodle values feeling sharp and noticed.

A consumer portal is no different.

The portal and contents send a clear message on what the business values the most and wants its clients to value. If the portal showcases investment performance, the advisory firm is telling the client that investment performance matters the most.

If the portal accentuates a person’s net worth or probability of reaching their financial goals (2nd home, college, retirement), the advisor is telling the client to care most about achieving their goals and watching their bottom line.

Related: Avoiding the Integration of Technology Can Mean the Death of Your Business

So before your business chooses a consumer portal, think about the message you want to send to the public and clients. It is no different than the message that your dog is publicly sharing about you. What you choose tells others what you value. And just like a dog, you can’t return the portal so easily. So choose wisely.

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