Whether it's a basketful of goodies (plus aspirin) sent to tax professionals as a "tax season survival kit," or an offer to connect hurricane-menaced clients with sources of preparation and cleanup assistance, advisors can create WOW experiences for individuals or groups.
Sound like a nicety you can't afford? WOW converts don't think so. WOW "has nothing to do with investments, but everything to do with risk management," said Richard Mazo, an advisor with Ameriprise Financial in Cocoa, Fla.
"The Art of WOW"—the ability to build client loyalty by delivering exceptional experiences—has been codified in a book from Janus Labs. "It includes inspiration as well as instruction, suggesting ideas and procedures to expand your capacity for delivering WOW experiences," explained John Evans, Jr., executive director of Janus Labs. The book is currently available through Janus and will be released on Amazon.com later this year, Evans said.
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