Session Recap: Best Practices for Virtual Client Engagement
Wealth advisors round the globe are asking, “How do we connect with our clients in a meaningful way, when we can’t be in the same room?” In this new world of increasing virtual reality, screen fatigue is real, and advisors have had to quickly pivot and rethink how to meet the needs of clients, while building trust and staying connected.
Even before the Covid era, clients and families were borderless, located around the world. The truth is, although the pandemic forced this increase of virtual experiences, forward-thinking businesses see this as an opportunity for relationship building over the long term.
This virtual engagement must be an extension of your overall client experience, not only to reinforce market position and share information, but also – and importantly – to engage your audience. Digital meetings aren’t new…but having ALL meetings virtually is a major shift. Even so, both advisors and clients are realizing the benefits of, and seeing more successes in, planning gatherings where travel isn’t required.
While digital interaction can change the relationship dynamic, adaptable advisors and families are using innovative and creative practices to ensure connection and build satisfaction.
Here are some best practices and easy, practical tips for virtual events that work well in all group sizes and across generations.
Plan ahead and be prepared.
- Make a warm invitation and set clear goals. If this is your first virtual meeting, inform the group that while this may feel different, it will be impactful and relevant.
- Consider the timing and any time zone challenges – Do you need one hour? Three hours? Two days broken into several segments?
- Select a strong facilitator and/or speaker to drive dialogue.
- Troubleshoot potential technology issues ahead of time, and make sure everyone has a strong Internet connection.
- Prepare a technology “How-To” guide. One advisor met with each attendee before the event to discuss expectations and handle technology training.
- Illustrate how you will ensure privacy and security.
- Assign clear roles and responsibilities – who is in the room and why?
- Send ahead any pre-work.
Create a meaningful agenda with bite-size, relevant content.
- Always open your meeting with an ice-breaker or a warm-up, which helps participants get involved and easily connect. Most technology platforms offer online polls and chat functions. You could do a quick game or themed question, such as, “Where in the world would you choose to quarantine if you could?”
- Clearly state goals and expectations – what’s happening today and why are we here?
- Use a variety of visuals to manage the flow. For example, when is it better for the group to watch a video or facilitator, versus having all participants seen on the screen?
- Hire a professional to design and organize visually appealing and efficient materials.
- Use technology platforms that allow for breakout sessions and small group discussions, and provide a prompt to encourage conversation.
- Check in with attendees along the way – Are they absorbing the information? How’s the meeting going? Are there questions or suggestions?
- Plan breaks, allow time for meals, personal reflection, or an outdoor or physical activity.
- Remember we learn best by breaking down topics into digestible pieces of information.
Know your audience. Make the event fun and unique.
- Does your group love wine? Plan a virtual tasting. Is the family competitive? Try a virtual game of Pictionary or Family Feud. Are you foodies? Arrange for a special meal to be delivered. Are multiple generations participating? Plan to share family history, and end with a dance party. Family loves golf? Arrange tee times for each location and a group Skype.
- Ship a themed event box ahead of time that’s both fun and relevant. Have fun with matching t-shirts, bookmarks with family quotes, or a favorite bottle of champagne and cupcakes. Get creative, and try to surprise and delight your attendees. One advisor sent a “Family Office Meeting Survival Kit,” complete with coffee, eye drops, and dog treats!
Finally, a few other ways to connect with your group when you can’t be together in person:
- Make frequent contact with handwritten notes, cards, and treats to celebrate birthdays and important milestones.
- Host the ever-popular virtual cocktail party or happy hour.
- Start a newsletter to keep everyone updated on family news.
- Send articles, videos, or books of interest.
- Host virtual education events on important topics such as financial literacy, family office governance, or cybersecurity.
Hosting a successful virtual event takes thoughtful planning. But family offices are seeing the benefits and opportunities of this increasingly digital world. The most successful advisors coming out of this time will understand these are critical changes in how we do business.
 | Mindy Earley is an education and family office professional who believes that empowerment and knowledge are key to living a purpose-driven and self-actualized life. She is inspired by helping people learn, grow and discover the way that they will make personal and productive contributions, using their strengths and talents. Area of Expertise: Family Learning |