#MentalHealthAwarenessWeek: New guide highlights need for empathy in IFA customer care

by | May 9, 2022

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This article is featured as part of our week-long series looking at awareness and practical advice to support the Mental Health of those working across the financial services sector

A guide has been launched to help IFAs put empathy at the heart of customer care and ensure that customers benefit from the power of human connection.

Leading outsourced communications provider Moneypenny has complied the free guide to help IFAs improve their reputation for client care, build more valuable relationships with clients, reduce client churn and maximise profits.

Calling on its experience handling thousands of customer interactions for hundreds of financial services businesses each year, Moneypenny’s guide includes include practical tips to improve empathy when delivering financial advice and ensure employees’ use of language hits the mark. It also addresses the importance of active listening and the need for empathetic leadership, plus it also includes a short quiz to help firms ascertain just how empathetic they are.

Joanna Swash, CEO of Moneypenny said: “This guide reminds IFAs of the commercial necessity for empathy and shows how they can engrain it into their practices and service delivery – reassuring clients that they’re not only being heard but also listened to and understood.”

The pandemic has changed the relationships we have with each other – our peers, colleagues and clients – and it’s made human connection more appreciated than ever. The financial business winners of the last two years prioritised empathy and have reaped the rewards for doing so. But, as the world returns to normal we have to make sure we don’t forget the importance of these behaviours.” 

Louise Wilson, head of the finance sector at Moneypenny said: “As a business that handles inbound and outbound communication around the clock, we know first-hand that empathy shapes client experience. It underpins how we connect with others and has the power to transform reputation. Actively listening and displaying empathy not only puts nervous and vulnerable clients at ease but offers valuable insights that can shape service delivery, and put you at the forefront of your market.”

The guide was developed with insight from emotional intelligence expert and founder of the EI Evolution, Sandra Thompson. Sandra is the first Goleman emotional intelligence coach in the UK and an experienced customer experience management consultant.

Sandra Thompson said: “Neuroscience tells us that it’s impossible to know exactly how someone else is feeling, yet the value of demonstrating that you’re doing your best to understand is huge – particularly when it comes to business. Brilliant client service experiences are built on empathetic interactions. That’s how you keep your clients loyal and make your employees feel empowered.”

The guide is available to download for free on Moneypenny’s website: https://www.moneypenny.com/uk/resources/blog/free-resource-putting-empathy-at-the-heart-of-customer-care/

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