The personal touch still matters

A client finally retires. Their daughter graduates. They buy the vacation home they’ve talked about for years. These are the moments behind the financial plan, and they’re worth remembering.

As AI makes communication easier, I think we need to be more intentional about the personal interactions that make someone feel known. A birthday email is fine. A handwritten note that mentions what’s happening in their life can mean something different.

The broader consumer research supports paying attention to the individual. McKinsey’s 2021 study found that 71% of consumers expected personalized interactions. That doesn’t prove a birthday card improves client retention, but it does reinforce a useful point: people want to feel recognized. Salesforce’s 2023 research also found that 81% of customers wanted human review of AI outputs.

For an advisor, that might mean a card for an anniversary, a small gift tied to a client’s interests, or a bottle of champagne for a retirement, if it’s welcome and within firm policy. Sometimes a thoughtful phone call is the better choice. The gesture should fit the person.

AI can help with the preparation. An approved tool can help organize milestones clients have chosen to share and draft a weekly reminder list. Your CRM can handle the dates and reminders without AI, too. Assign someone to check the details and decide what outreach makes sense.

Be thoughtful about difficult dates as well. An anniversary after a loss may call for care, rather than an automated celebration. Keep personal information in approved systems and let clients’ preferences guide you.

I’d start with five clients this month. Think about what’s happening in their lives and reach out in a way that feels like you. The reminder can be automated. The care comes from you.

Sources

• McKinsey — The value of getting personalization right—or wrong—is multiplying (November 12, 2021)
• Salesforce — 4 Marketing Principles That Will Keep Customers Coming Back (2023)