Connection Quotient: First Make Relationships Personal, Then Personalize

Jason Brown, Rubesh Jacobs

( /-/media/pdfs/connection-quotient-personalization-research.pdf?la=en )

Download ( /-/media/pdfs/connection-quotient-personalization-research.pdf?la=en )

( /publications/infographics/supercharge-your-cq )

Download ( /publications/infographics/supercharge-your-cq )

New ZS research shows what financial advisors expect from their relationships with asset managers, and how asset managers can use personalization to deliver on those expectations.

ZS collected feedback from more than 350 financial advisors in order to better articulate the requirements for and benefits of personalized communication. This study:

  • Defines a framework for assessing the relationship between asset managers and advisors
  • Highlights the types of interactions that could truly benefit advisors
  • Measures the mutual benefits to advisors and asset managers

In our research, we found that the first step is to actually get through to advisors—to have them take a meeting, open content, attend an event or visit the website. Once that contact occurs, it’s imperative to share relevant, valuable content and offers that reflect a true dialogue with the advisor. Doing so ensures continued access, and creates real value. We’ve summarized this relationship between the asset manager and advisor in a new metric: the connection quotient (CQ). These insights provide a new lens through which to view the advisor/asset manager relationship, and has helped quantify how and why to build CQ.

Download “Connection Quotient: First Make Relationships Personal, Then Personalize” for insights you can use now to enhance asset manager and advisor relationships ( /-/media/pdfs/connection-quotient-personalization-research.pdf?la=en ) .

About the Authors

Jason Brown is a Principal in ZS’s Boston office and the leader of the firm’s Financial Services practice. He has helped numerous clients define and install successful marketing and sales strategies, and his diverse experience spans many industries, including insurance, banking and asset management. Jason has extensive project experience in go-to-market strategy and implementation, market research, sales process design, compensation design, and sales force sizing and deployment. He has contributed to several financial services and sales management publications, and has facilitated workshops at LIMRA Marketing and Sales conferences.

Jason holds a B.A. in economics and statistics from the University of Chicago and an M.B.A. from the MIT Sloan School of Management.

Rubesh Jacobs is an associate principal based in ZS’s Boston office. Rubesh leads the asset management consulting practice bringing his deep knowledge of marketing and sales in the asset management and insurance industry. He partners with a strong team to deliver advice to clients, develop new, customer-centric insights based on ZS’s rich heritage of research and innovation, and grow the business.

Rubesh joined ZS in 2017. He holds a bachelor’s degree in computer science and economics from Ohio Wesleyan University and an M.B.A. from Fisher College of Business at Ohio State University.

Daniel Galajda, Consultant, Boston

Research support
Ryan Meltzer, Associate, Boston