Experience Economy with Dennis Moseley-Williams | E098

Financial Planning For Canadian Business Owners

On today's episode, Jason is going to talk to Dennis Moseley-Williams. He is a well-known speaker in the financial advisor circuit who talks specifically about how advisors should transform their business to be based on experiences that deliver true value and enlightenment and transformation to clients.

Episode Highlights:

• 1.47: Dennis and his partner Tom and own a small boutique firm and we work predominantly in the financial services industry, helping practices, financial planning practices, create more client value by innovating around customer experience and design and layout.
• 03.28: Most people in business confuse service with experience. Service is all about saving customers time and effort. Whereas experience is about creating engagement through surprise, emotion and at times even providing transformational value.
• 7.56: Dennis gives an example of his dry cleaner and how he has a flourishing business even though he has a tiny little shop. His customer service is good. He knows every person who goes in. He knows all his customer's name.
• 09.53: As per Dennis it is important to know who your client is. Slow time down, don't think efficiency, think memorable.
• 14.12: Every one of us that owns the business is living in the age of Amazon and anything anybody wants, including a hammer from the hardware store can be delivered to their house by 8:00 o'clock tomorrow morning. We as consumers are already spoiled rotten. We live in magic times, says Dennis.
• 17.19: Consider your client's journey from before they ever come to your business to entering your business to engaging with your business to the end of the engagement, the transaction and finally extending afterward when they are reflecting on their visit.
• 18.18: Ask yourself through time of your client journey. What do you do really, really well or well enough? And how could you do it a teeny tiny bit better?
• 22.02: Dennis shares different customer experiences and how different service provider can improve their processes.
• 24.38: Efficiency is the enemy of experience. As a business owner we always just do some basic math and calculate time and money. Efficiency is the enemy here because it results into crappy commodified experience.

3 Key Points:

1. Dennis shares some examples of some delightful engagements that he has seen on things that people wouldn't normally expect.
2. Dennis talks about the types of loyalty by fear and obligation as well as by connection and identity.
3. Dennis shares 3 important questions that you can ask yourself so as to make your client experience better.

Tweetable Quotes:

• "The guy that owns the hardware store is trying to pick a totally generic business, believes that the smartest and best thing that they can do is make it easy to get in and get out with a hammer." - Dennis
• "There are frameworks, there are frameworks that you can use for experience design."- Dennis.
• "If you go to Disney land, you should be able to extract the principles of what they have done and apply it to what you have done 100%." – Dennis
• "It doesn't matter what your business is. I could literally create revenue in it without having to spend any money just by having you change the way you look at time." -Dennis.

Resources Mentioned

• Facebook – Jason Pereira's Facebook
• LinkedIn – Jason Pereira's LinkedIn

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