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Products August 26, 2013
Reports Delve into Best Practices
Two reports from Cogent Research are designed to help advisers
optimize communication materials and distribution strategy, as well as
benchmark their practice against competitors.
Reported by Jill Cornfield
Advisor Touchpoints explores overall best practices and specific performance results of investment product providers in their outreach and communication efforts with advisers. The study explores the impact of both push-and-pull marketing on key metrics, including loyalty, purchase intent and wallet share. The report identifies “best-in-class” providers on key elements and recommends optimal touchpoint, communication, and distribution strategies.
The report delves into internal and external wholesaler support in its analysis of perceptions of mutual funds, exchange-traded funds (ETF), and variable annuity sales. It pinpoints the key drivers of internal and external wholesaler effectiveness.
Social media and website usage are examined, and the report outlines which social media sites advisers turn to, and what tasks they conduct. The report clarifies the level of engagement with provider social media platforms and identifies the barriers to social media usage. Key website tools and resources are detailed. The report analyzes adviser perceptions, imagery and definition of value-add programs, and determines the preferred programs, as well as the ones which ones advisers are most likely to use in the next 12 months.
The Wholesaler Quality Index aims to maximize the effectiveness of internal and external sales teams with competitive benchmarks on the overall effectiveness of a team. The report examines the drivers that are most strongly correlated with loyalty and momentum. Report findings are benchmarks at the channel level and by assets under management for the primary mutual fund, exchange-traded fund (ETF) and variable annuity providers.
The index examines overall satisfaction, satisfaction drivers, best-in-class wholesaler brand ratings, weighted wholesaler quality index scores and satisfaction ratings on 16 types of wholesaler support, such as understanding the adviser’s book of business, ongoing proactive contact and product recommendations that enhance client portfolios.
More information, including how to purchase the reports, is at Cogent’s website.