Investment and pensions products are typically of high value and come with a huge emotional attachment for the customer. Investing for the future or managing retirement savings are often ‘once in a lifetime’ decisions which involve significant levels of trust.
However, the opportunity for providers to develop a bond of trust with their customers is limited. Their products tend to be isolated purchase decisions with few subsequent chances for engagement. Occasions to talk directly to the customer are few and far between, a situation made more complex by the fact that many of these products are sold through an IFA, further distancing the provider from the end customer. If providers are to enhance and grow this seemingly remote relationship, they must impress their customers at every infrequent touchpoint.
In this paper we explore this phenomenon and offer some personal thoughts on what we think constitutes best practice.
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