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Client Speak: Trusted Advisor? It's More a Question of WHY Rather Than WHO

By Donald E. Aronson

A crucial piece of CI is knowing the identity of a key client's Trusted Advisor (or “TA” for short). WHO s/he is may be readily discoverable. But understanding WHY that individual is considered a TA is a far more important intelligence ingredient, almost regardless of whether or not the TA happens to be one of your own firm's client service professionals.

The purpose of this article is to share with you what our Client Feedback interviews have revealed about attaining the status of TA in a much more concise manner than the various books that have been written on the subject. And I don't mean to disparage in any way the highly respected and well-researched works of others. My primary intent is not only to explain the WHY, but also to provide a shortcut for those of you who are looking for an appropriately representative and more accessible listing.

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