This post is part 3 of our 8 part series on increasing Client Engagement from our Client Relationship Performance in the New Behavioral Economy White Paper. The insights will demonstrate in practical terms how to apply predictive behavioral insights to tailor client communication and provide unique client experiences.
Behavioral Insight 3: Discovering Communication Styles
In part 1 and 2 of this series, we learned about Chris Coddington and his meetings with a client named Frank Butler. Chris was given information about the 4 Communication DNA Styles (Click here to read the previous post in this series).
Chris commented that being aware of these four Communication Styles would be very insightful and made the mystery of knowing and then adapting to different clients much more concrete. The question is, How do I do this? In some cases there is not a lot of time to get to know a prospective client, or trust may not have yet been developed to have him or her complete a formal assessment.
We explained to Chris the most accurate and reliable way of getting below the surface to understand the client’s natural DNA behavior is to have the client complete a validated online behavioral assessment. People have a natural personal bias based on how they see the world, which will somewhat shape how they see the client. Further, how you see another person is driven by how you see yourself. Our self-perceptions can change from time to time depending on the life and financial events we experience. This then makes what we personally observe not very predictable and often quite inaccurate. The key point we made to Chris was that the assessment process is objective and measurable.
Our advice to Chris was to present the profile request as a way of increasing his ability to serve the client. A simple request such as: “We want to recognize your communication strengths and provide you with the highest service. Can you help us do this by completing this exercise, which will highlight your natural communication strengths and enable us to serve you in a great way?”
Ultimately, no matter how personally evolved you have become, there will always be personal blind spots getting in the way of how you see others. This is normal. So, the ideal scenario is to have the client complete an independently administered profile to gain reliable insights, as natural DNA Behavior is inherently predictable.
However, in the event that this cannot be done, then good personal observation of the client’s type of conversation, speech tone and facial features will help. We suggested to Chris that he use the following table as a guide in observing clients. A caveat was given that the observation views in the table may not always be an accurate reflection of the client’s natural behavior, as some people mask who they are on the surface.
What are your thoughts? For additional information on increasing engagement of others, visit our Communication DNA Website.