A third of advisers believe clients want wealth management firms to be a 'holistic facilitator for their life goals' according to Barclays.
This indicates clients are seeking more of a full service from their advisers rather than just a financial review and this can enhance the client experience.
Barclays Wealth and Investment Management surveyed over 300 wealth management advisers for their client experience report.
The report 'The new normal: codifying superior client experience in wealth management' found almost 60 per cent believed their clients wanted a 'trusted adviser for their financial affairs'.
Only seven per cent said they thought their clients wanted a 'executor and coordinator for financial affairs' .
The report writers said it was surprised the figure was that high as it expected those who only wanted an executor would be put off by high fees for wealth management. It said those who wanted an executor would be people who were only using a wealth manager for a second opinion.
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Over half of respondents believed a wealth management firm should provide a 'totally bespoke customised level of service' but 44 per cent said it should offer a prescribed service with bespoke 'add-ons' if needed.
Although bespoke and tailored offerings have become increasingly popular, the report said they were unlikely to be needed by any clients other than ultra-high-net-worth segment.
It gave the example of Starbucks which consistently offers all of its customers the same standardised experience rather than tailoring it to suit every different person. This was done via standardised processes and service manuals where all staff members were aware of how to treat the clients.
Anne Grim, global head of client experience at Barclays Wealth and Investment Management, said: "To meet the raised expectations, organisations must deepen their understanding of clients, their unique needs and the experience they expect from their wealth manager.
"Wealth managers must be focused on first delivering brilliant basics, ensuring that every interaction is consistently good; from this base we can build a trusted relationship tailored to address each client's financial needs and ambitions."
Further insight from this report will be available in the next edition of Financial Planner magazine, out mid-June.

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