When your Relationship Manager Ghosts …and Why Company Culture Causes Your Calls to Disappear

Ever try reaching your relationship manager (or say an investment advisor) at a crucial market moment, only to be met with the carrier’s recorded voice – “The person you are trying to reach is NOT answering your call“. You’re not alone. In the world of relationship managers, the trusty phone – and even trusty WhatsApp (few use SMS) – can sometimes feel like relics of a bygone era. Often we do not realise how company culture plays a part in this Ghosting behaviour.

The culprit? Often, it’s the siren song of internal meetings. Imagine this: Your dedicated advisor, (say) Jia , is mid-presentation, passionately explaining a new investment strategy (because yes, apparently, there are passionate strategy presentations), that she will sell to her clients, when – BRRRRTTTT! Your call pierces the focus. Her peers are at the table, and so is her supervisor.

What does Jia do? Ignore your call, or whatsapps you back saying she will call back later. Why? Here’s the thing: relationship managers are human too. And facing supervisors or higher-ups can trigger a natural self-preservation instinct. Answering your call might involve navigating complex questions, and let’s be honest, who wants to do that without a strong cup of coffee for backup (previously delegated to an assistant) ? So, silence, or an unanswered message, becomes the seemingly “safe” option. And of course, the supervisor is priority, not the customer. But, why just relationship managers? Other people and “seniors” do this as well. The excuse being an internal meeting, a sales call or even internal training.

But what about the “client-centric” culture that every organisation proudly boasts about? Let’s face it, those slogans sometimes mask a less-than-stellar reality when it comes to customer service. A truly client-centric organisation wouldn’t leave you hanging like a forgotten sock in the cranny of a cupboard drawer. A truly client-centric organisation would consider you more important than an internal meeting, a sales report meeting or an internal training.

So, how can we bridge this gap? Let’s get Creative :

• “Hold My Calls, I’m Prioritizing Clients!” Services organisations (especially) need to incentivize advisors / relationship managers to prioritize client calls over internal meetings that don’t directly impact client portfolios. Performance reviews and bonuses could reflect this shift.
• Transparency is Key: These services companies (or sales units) need to offer clear communication protocols, informing clients about advisor availability and response times during internal meetings. Maybe even an “investment hotline” for urgent market situations (if you are dealing with your investment broker, for example).
• Empowering Advisors, Empowering Clients: Train sales and relationship people to step out of internal conversations and attend to client calls confidently. Equip them with the tools and resources to address client concerns efficiently. This fosters trust and strengthens the client-advisor (or relationship manager) relationship.

On a serious note:

Fostering a client-centric culture requires more than catchy slogans. It’s about empowering RMs and advisors to be accessible and responsive to client needs. It’s about creating an environment where client communication isn’t seen as a burden, but as a cornerstone of successful relationships. It is all about organisational culture which is more than posters, but something that is practised on ground.

So, the next time you call your relationship manager and get the silent treatment, take a deep breath. Remember, there’s probably a well-meaning (Jia, or Junaid) on the other side, battling presentation anxiety, attending a sales report call and hoping their skip level manager doesn’t get offended by the incoming call. But hey, if the silence persists, maybe consider a different company with a more transparent communication policy and slightly different demonstrated culture. After all, your custom deserve a champion, not a ghost.