The role of VP of Brand/Service is a very important one. This person is responsible for brand consistency through:
Your Brand is proactive client contact (12-4-2), rapid response to client’s issues and multi-generational planning.
“It is very difficult to have consistent proactive client contact without ongoing segmentation.”
Plan an annual review of your book of clients, min/max and ideal day. Every year increase your minimum and aim to reproduce those top 10 – 20% of clients. This keeps your business from plateauing.
Rapid response is important to clients. If they have a problem and call your office during business hours between monthly meetings you will return their call in 1 hour and resolve their issue in 24 hours or get back to them as to when it will be resolved. Clients will be thrilled by your attention to detail.
FAs turn over their calendar to their relationship manager or administrative assistant. This makes that person the ideal candidate for the role of VP of Brand/Service. After the FA makes the initial contact with a client explaining the 12-4-2 calls the AA will contact the client to set up their time. The client will be given a number of choices for a set monthly time (the second Tuesday of the month at 10 AM, for example).
Compliance is a natural addition as the organizational duties provide a natural high compliance posture. Regular client contact, rapid response to problems, networking opportunities in writing and executive summaries of agreed upon action (follow up meeting emails) all eliminate compliance issues. Keeping track of all the correspondence and putting it into a CRM system or permanent client record will give you added insurance in case of a compliance issue.
Standard: Proactive client service (12-4-2), segmenting as needed, rapid response and follow up to client contact for compliance.
Strategy: Create your ideal day and schedule clients for monthly meetings accordingly. Return client phone calls within 1 hour during regular business hours and resolve their issues in a timely manner. Annually review your min/max and segment as needed.
Goals: Every client is scheduled for a static monthly appointment, inquiries are answered immediately, compliance regulations are met.
Follow Up: Number of client appointments is measured using the Gameboard at the weekly team meeting.
There are a lot of advantages of having your team members take responsibility for different areas of your business. If you are a sole practitioner you and your administrative staff will be responsible for the VP roles.