CASE STUDY
Training investment specialists to better communicate with high new wealth clients
Challenge
A UK-based wealth management, financial planning and investment firm has a team of highly intelligent investment specialists who produce weekly written overviews and bespoke investment analysis for clients. They are not, however, trained communicators.
The challenge was therefore twofold. The team needed to shift from writing in university essay style – and adopt a more customer-focused approach. They also needed to develop a sharper sense of what was “newsworthy” to their clients.
Solution
We created a bespoke, day-long workshop for the team, complete with exercises and discussion points. The aim of the day was to instil best practice – and overcome resistance to change.
We structured the workshop so that participants could create reports on the day that they could immediately share with their clients.
There was some resistance to the techniques we put forward – but we were able to show how publications like The Economist and the FT used them to engage and inform.
Results
The team was able to make a noticeable shift to reader-centric structure and style – and left the workshop with their coming week’s communications ready to go.
We’ve checked back in with the team since the session, and they’ve told us they’ve become more efficient – taking less time to create reports and updates. They’ve also implemented a forward-planning matrix, which has taken a lot of the stress out of keeping clients up-to-date.
Feedback from the workshop was 5-star.
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“The whole day was incredibly useful. My team has new techniques and approaches to incorporate into their work – and planning meetings are now focused on our readers and their needs. Wordtree is clearly experienced at what they do – and very knowledgeable.”
Wealth management organisation