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6. High Personal Touch
The name is misleading: the «touchpoint» (not a Merriam-Webster recognized word) may be automated recommendations or advice to clients. The idea is to elicit «wow» responses from wealthy clients by sending them exactly the ideas and impetus they desire, in their preferred cadence. Nigh to impossible?
Perhaps, but it doesn’t stop wealth managers from talking about «high touch» as the key to the «client experience» along the «journey».
