From the December 2004 issue of Investment Advisor • Subscribe!

Levels of Engagement

Based on research reported in the Gallup Management Journal, there are four distinct levels of customer engagement:

1. Confidence. This reflects the belief that the advisor can be trusted, always and everywhere, to keep every promise that she makes.

2. Integrity. This reflects the belief that the advisor will always treat her clients fairly and can always be counted on to stand behind her recommendations and services, and that she will resolve any problems that might occur.

3. Pride. This reflects the degree to which clients feel appreciated by the advisor and the advisor's team, and proud of their personal relationship with the advisor and her firm.

4. Passion. This is the pinnacle of customer engagement. It reflects the belief that the advisor is irreplaceable and represents a seemingly perfect fit with the client's personal needs.

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