[Photo: Boston Financial District, by Ken Lund / Flickr;  ]

Fidelity wants to know what its clients want. And to find out, it has developed a mystery shopper program within Fidelity's Relationship Quality Framework.  The program connects Fidelity with HawkPartners and GfK, who will supply real investors to pose as "shoppers" who meet the firm's client profile. Without revealing their involvement in the program, the clients will then interact with Fidelity employees as if they were real prospects, reporting back on what their experience was like.

Boston-based Cerulli Associates says clients don't care as much about a firm's high-end image or exclusivity. Instead they focus on a warm, personable interaction and high-touch services.

David Canter, EVP for practice management and consulting, Fidelity Clearing & Custody Solutions, added:

 

“You cannot underestimate the power of a first impression. It’s critical for firms to have a good grasp on how prospects feel about them from the first click on their websites or first steps into their offices.”

 

“Once in the door, the power of listening to those prospective clients is critical. Investors have many options for financial advice, and advisors need to be keenly aware of how they may ‘fit’ with each prospect. Mystery Shopping can provide that outside perspective to firms so they improve their first interactions with clients – not only for an improved client experience, but also more complete discovery for the firm.”