It is well known that the more information you have about a client, the better you will be able to perform memorably for that client. Rather than sending the standard logoed company tote for a holiday gift, you send tickets to their favorite play, a bottle of their favorite wine, or another gift that shows that you understand and know them better than any other vendor or service provider.
Additionally, you can avoid uncomfortable situations the more you know about the client. If the client is staunchly against smoking you'll know not to offer a cigar, but if the client is a cigar aficionado, you know what to bring out after that dinner meeting. If the client has no children, or is estranged from his or her children you will know not to bring that up. But if the client has a brand new grandchild that was given an enormous christening party that made the society section of the newspaper, you will know to send a gift and congratulate your client.
How much information is useful, and how much information is dangerous? What is the line between resourcefulness and intrusion?
If you believe the Mackay philosophy, knowledge is power, and the more you know, the better you can service your client, and the more power you have to angle your business. Some would say that some of these questions you're supposed to answer about your clients are too intrusive, while others would say that all knowledge is power.
The questionnaire asks questions about the client's college experience, and if the client did not attend college, are they defensive about it? This is good to know so that you don't step in that trap, but in order to answer this question you will have had to ask around extensively, or you will have had to suffer an embarrassing conversation to find out that answer the hard way. Instead of having that line you feel you must fill out on a questionnaire, take a look around when you visit the client. Is he or she wearing a college ring? Is there a diploma on the wall with his or her name on it? If so, that is a good opening to a conversation where you can find out about your client's college days - their major, their fraternity, and more. Just ask. If there are no indications of college, don't ask.
Another question is about the client's life is in regards to highly confidential information, like their health, and whether they have had a drug or alcohol problem. If you happen upon this information, you know what things not to bring up, but it is not advisable to try to talk to the client about these matters. They are confidential (or anonymous) for a reason.
All in all, common sense has to enter into your handling of a customer's personal information. Filling very personal information out in a database that others will see is not advisable. Nor is sharing client files that contain confidential and private information in a hard copy. Use discretion.
Additionally, you can avoid uncomfortable situations the more you know about the client. If the client is staunchly against smoking you'll know not to offer a cigar, but if the client is a cigar aficionado, you know what to bring out after that dinner meeting. If the client has no children, or is estranged from his or her children you will know not to bring that up. But if the client has a brand new grandchild that was given an enormous christening party that made the society section of the newspaper, you will know to send a gift and congratulate your client.
How much information is useful, and how much information is dangerous? What is the line between resourcefulness and intrusion?
If you believe the Mackay philosophy, knowledge is power, and the more you know, the better you can service your client, and the more power you have to angle your business. Some would say that some of these questions you're supposed to answer about your clients are too intrusive, while others would say that all knowledge is power.
The questionnaire asks questions about the client's college experience, and if the client did not attend college, are they defensive about it? This is good to know so that you don't step in that trap, but in order to answer this question you will have had to ask around extensively, or you will have had to suffer an embarrassing conversation to find out that answer the hard way. Instead of having that line you feel you must fill out on a questionnaire, take a look around when you visit the client. Is he or she wearing a college ring? Is there a diploma on the wall with his or her name on it? If so, that is a good opening to a conversation where you can find out about your client's college days - their major, their fraternity, and more. Just ask. If there are no indications of college, don't ask.
Another question is about the client's life is in regards to highly confidential information, like their health, and whether they have had a drug or alcohol problem. If you happen upon this information, you know what things not to bring up, but it is not advisable to try to talk to the client about these matters. They are confidential (or anonymous) for a reason.
All in all, common sense has to enter into your handling of a customer's personal information. Filling very personal information out in a database that others will see is not advisable. Nor is sharing client files that contain confidential and private information in a hard copy. Use discretion.
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