In my running career, more appropriately called a hobby, I am always trying to improve.  I think we all are.  We may be trying to perform better in competitions…that would not be me.  We may be trying to lose weight, improve our health, or some other "personal" goal, but we're all trying to improve.  If not, why do we run?

I also own a small business that I am always trying to improve.  It's a small, boutique investment management and financial planning firm.  It's obviously not been the easiest industry to be in over the last two years.  

It's been like being injured as a runner.  With most running injuries, there's not much you can do but wait them out and make adjustments to your training plan.  For the most part, it's been like that in the investment world recently...we've been making adjustments to client portfolios and waiting for the markets to heal.  Injuries, like markets, are largely out of our control.

Luckily, as business owners, one of the key determinants of our success is something of which we have complete control, our Client Experience.  What kind of "experience" do our clients have when they deal with our firm?

I have been reading the E-Myth series of books recently.  Michael Gerber teaches that the "Customer Experience" is what sets apart a world-class company from one that is in danger of disappearing.  As examples, he points to companies like Apple, FedEx, Disney McDonalds, and Starbucks.  Each company provides their customers with an experience that is way beyond just the products or services they are selling.  And because they do, they create strong customer loyalties and remain strong businesses, even in leaner economic times.   
My clients pay me for investment management and financial planning services.  But they can get those services in a lot of areas.  They choose to do business with me because of the "experience" of doing business with my firm.  This includes the way they are treated when they call in, the way distribution, service, or planning issues are handled, and the personal guidance they receive related to their financial situation.

So, here's where I would like your help.  In the spirit of always striving to improve my client experience, I would like to know your thoughts.  What would constitute a World-Class experience in your dealings with a financial advisory firm?  

If you are a current client, or a client of another advisory firm, what would make things better?  Remember, we can't control the markets, only your experience.  What's important to you?   What would make your financial life less stressful?  What is your advisor doing that you like?  Dislike?  What does, or would, make you say "Wow?"  

If you are not a client of an advisory firm, what would help win your business?  If you are another advisor that happens to read this, what are you doing that seems to enhance your client experience?

Thank you in advance for any feedback.  My clients will benefit from your comments and will thank you for it.