Source: Prince & Associates Inc., Survey of the Affluent for Janus Present Day Challenge 2.

Source: Prince & Associates Inc., Survey of the Affluent for Janus

Present Day ChallengePresent Day Challenge

2

Builds a Moat Around Your ClientsBuilds a Moat Around Your Clients

Joseph A. Michelli, Ph.D.Joseph A. Michelli, Ph.D.

Best-Selling Author• The New Gold Standard:

Ritz-Carlton• The Starbucks Experience• When Fish Fly

Has Worked With • Zappos• Mercedes-Benz• American Express• Hewlett Packard

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AgendaAgenda

What is WOW?

Critical Factor for Delivering WOW

Framework for WOW

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WOW is…WOW is…

Source: Janus Labs & Joseph Michelli, PhD

A Unique, Emotionally Engaging

Experience that Goes Beyond

Expectations and is Readily Recounted.

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What’s Your ?

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WOW is a MindsetWOW is a Mindset

What

How

When

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Client SegmentsClient Segments

Platinum

Gold

Silver

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List Two Platinum ClientsList Two Platinum Clients

Client #1: Loyal

Client #2: At Risk

Client #1: Loyal

Client #2: At Risk

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Key PointsKey Points

WOW is a Mindset

Builds Moat around your Clients

Emotional, Beyond Expectations, Talked About

Think about Client Segments

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AgendaAgenda

What is WOW?

Critical Factor for Delivering WOW

Framework for WOW

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Know where to find information and how

to use it—that’s the secret of success. -Albert Einstein

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InformationInformation

A Three-StepA Three-StepProcessProcess

GatherGather RecordRecord

LeverageLeverage

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Be Fanatically Interested

Passions and InterestsPassions and Interests

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Occupation Recreation Family

“Listen When they don’t Think

You’re Listening.”

Use TechnologyUse Technology

Google Alerts™google.com/alerts

Social Media SitesFacebook.com, Twitter.com, LinkedIn.com

Public Company Filingssec.gov, investor relations web sites

Professional Organization Websites aicpa.org, local chapters

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Driver

Social

Analytical

Consider PersonalityConsider Personality

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And Emotional DynamicsAnd Emotional Dynamics

TokensTangible expressions of appreciation

AcknowledgmentVerbal/written acknowledgment or praise

ServiceActs that have direct impact on their life/lives of others

Time One-on-one time invested in the relationship

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Any actions taken to show appreciation with clients should be done in accordance with your Firm’s compliance policy.

CRM

Client Files

Note Cards

Team Sharing

Record EverythingRecord Everything

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Two Clients

Passions or Interests?

Personality/Emotional Dynamics?

What Else?

WOWful ExerciseWOWful Exercise

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Passions and Interests

Listen When they don’t Think You’re Listening

Capture Everything

Key PointsKey Points

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Awareness & Practice

Engage Team

Adopt Framework

Now that you have this Information…What do you do with it?Now that you have this Information…What do you do with it?

© The New Yorker Collection 1994 Dean Vietor from cartoonbank.com. All

Rights Reserved.

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A Framework for WOWA Framework for WOW

Platinum:Personalized

Gold:Customized

Silver: Generic

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Platinum Level ClientsPlatinum Level Clients

Examples:• Travel guide before vacation with notes • Show support for their favorite charity • Help fulfill a long-standing wish• Acknowledge unique account milestones

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Personalized

• Shows you’re thinking of them• Based on client’s unique preference• Framed on personal level

Any actions taken to show appreciation with clients should be done in accordance with your Firm’s compliance policy.

The Reality

6B pcs Mail sent across U.S. annually

52 Emails/Day received by avg. U.S. worker

Handwritten Notes: Nearly 100% success rate of being read

Source: Dotenotes, Inc, Handwritten Letters in a Digital World, 2007

Power of the Handwritten NotePower of the Handwritten Note

Tips•30-40 words•Positive•Look for Emotional Link

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Gold Level ClientsGold Level Clients

Customized

• Can be delivered to multiple clients• Highlight unique, thematic event• Leverage partners

Example:• Client appreciation events (thematic)• April 15th survival kit for CPAs

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Silver Level ClientsSilver Level Clients

Examples:• 2 ¢ stamp when postage rises• Wine, fruit baskets at holidays• Unclaimed.org

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Generic

• Can be delivered to all clients• Strives to meet broad, unstated need• Operational excellence “plus”

Two Platinum Clients

How Could You WOW Them?

WOWful ExerciseWOWful Exercise

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Conclusion & Next StepsConclusion & Next Steps

Start with Top Two ClientsLoyal and At Risk

Information. Information. Information.Gather. Record. Leverage.

Transfer Knowledge into ActionDeliver Different Levels of WOW Across your Book

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Thank YouThank You

Contact Your Janus Sales Director at 877.33JANUS or janus.com for More Resources

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