Frequently Asked Questions
Who is DNA Behavior International?
What are the Typical Organizational Challenges Addressed by the DNA Relationship System?
What is the DNA Relationship System?
- What are the Key Benefits to Your Clients of Implementing the DNA Relationship System?
- What is the Roll-out Process of the DNA Relationship System?
- What Enterprise Reports are Available?
- How are the Enterprise Reports Used?
- Has the Communication DNA Discovery Process been Validated?
- How long will it take for the Entire Client Base to have Participated in Communication DNA Discovery?
- Who is a “Client”?
- Will the Clients Participate?
- When should the Communication DNA Discovery be Completed?
- How is Success of the DNA Relationship System Measured?
What is the Investment by Your Organization in the DNA Relationship System?
What is the Indicative Pricing Model for the DNA Relationship System?
What is the Commercial Engagement Process?
How are Organizations Typically Using the DNA Relationship System?
What are the Success Stories?
Who is DNA Behavior International?
DNA Behavior International was established in 1999 to help organizations know their client in order to provide them with customized life long experiences that improve performance. 
We currently serve a client base of over 2000 leading international corporations, financial services, youth development and sports organizations in 47 countries and 6 languages.
We are a worldwide leader and pioneer in:
- - the measurement of human performance and discovery of natural behavior.
- - the discovery and application of natural behaviors to relationships, financial planning, talent development, business solutions and sports.
- - connecting behavioral insights to customized life long experiences.
- - the movement to the "New Behavioral Economy".
We have developed 8 online DNA Profiling systems and related DNA Performance Solutions. The DNA Profiling systems have been researched and developed since 1999 by a highly qualified team which has 100+ years of combined academic and practical behavioral profiling development experience.
What we do: We provide organizations with the DNA Relationship System and other proprietary human performance solutions to know, engage and grow their clients for client centered business transformation.
Our unique "understanding people before numbers" approach leads to maximizing human potential, building loyal client relationship, improving service execution and building the corporate memory. 
How we do it: We discover and match the unique behaviors and preferences of your clients to employees and the solutions offered.
We start with our range of simple to use and yet highly accurate independently validated DNA Behavior Discovery Systems to measure human performance and gain predictive DNA behavior insights of a person’s natural behavior – their “DNA”.
Then we integrate the behavioral insights to plans for performance transformation. In addition, we provide seamless systems integration of DNA Behavior data with coaching and mentoring systems for long-term client engagement.
What are the Typical Organizational Challenges Addressed by the DNA Relationship System?
Based on research and in our experience organization’s typically have the following challenges which are addressed by the DNA Relationship System:
- - Quickly and accurately understanding the behaviors and preferences of clients and adapting to their style.
- - Employees not having the confidence to openly communicate with different clients
- - Losing apparently satisfied clients unexpectedly when events and transitions occur
- - Providing an engaging process at all levels of interaction to acquire and retain loyal relationships
- - Long lead times for clients to commit to services
- - Inability to structure unique client service programs in a cost effective manner through which clients feel understood
- - Enhancing the ability to cross and up-sell solutions between divisions
- - Matching the suitability of solutions to different clients
- - Providing continuity of services at a high level through business and team changes
- - Improving client segmentation for managing information and service flows
3. What is the DNA Relationship System?
Our DNA Relationship System is a turnkey online system for enhancing the discovery and matching of the unique behaviors of clients to employees and solutions from initial contact through each phone call to service delivery.
The overall purpose of the system is to enable your organization to know, engage and grow its entire client base within 3 years for a very low cost and thereby provide customized life-long experiences.
The key evidence of the success of the DNA Relationship System will be an increase in the levels of client engagement measured through the DNA Client Engagement Indicator System™. An increase in client engagement levels has been proven in independent research (eg Gallup) to increase revenues by over 20% per year.
The DNA Relationship System will:
1. Enable your organization to know its clients and employees well enough to provide customized life long experiences.
2. Provide the processes, systems and scripts to customize your offering to different client styles.
3. Enable your organization to know how to better match employee’s and sales or advisory teams to clients for improving relationship connection.
In addition we will provide the necessary online and classroom training to enable your employees to use the DNA Relationship System in their respective roles based on how it is deployed.
What are the Key Benefits to Your Organization of Implementing the DNA Relationship System?
The DNA Relationship System will meet the challenges we have highlighted and deliver the following benefits through higher levels of client engagement:
1. Increased business consistency from the team following the company purpose and goals through a re-framing of the business message for different employee behavioral styles.
2. Retention and greater output from high performing talent being aligned to client interests through better matching of talents to role and more effective management communication.
3. Increased productivity and cost savings from improved service execution achieved through more open communication which unlocks client service team blockages.
4. Increased conversion of prospects to ideal clients faster at a lower cost through deeper discovery to more quickly gain an accurate understanding of client needs.
5. Increased retention of ideal clients with less cost and energy drainage by matching clients to the team and tailored communication.
6. Increased revenue from ideal clients through up and cross selling through customized product offerings and service.
7. Improved information flows achieving increased efficiency and cost savings using intelligent systems for seamlessly connecting DNA Insights to business processes.
8. Enhanced corporate memory for business and relationship continuity by a greater capability to gather, store and analyze key relationship data about each client.
What are the Key Benefits to Your Clients of Implementing the DNA Relationship System?
To achieve sustainable results from the implementation of a new system it must also be mutually beneficial for the clients of your organization. Based on our experience your clients will be saying the following about the services that you provide:
1. A highly valuable service offered at a fair price.
2. Increased continuity of highly capable people able to serve their needs.
3. Improved support and consistency of service quality.
4. Feel their needs are understood and the offering is pinpointed.
5. Improved experience from feeling connected with and less frustrated.
6. Satisfied the best solution has been offered and more confident in the right choices have been made.
7. Relevant information provided in an understandable and user-friendly format.
8. Continued high level service notwithstanding business and team changes.
What is the Roll-out Process of the DNA Relationship System?
How our DNA Relationship System works follows the process outlined in the illustration below.
A key step is that each client participates in the Communication DNA Discovery Process. This would normally be done online. However, it can be done manually. The Communication DNA Discovery involves the clients responding to 12 questions in a process that takes 2 to 3 minutes to complete. The Communication DNA Discovery Process can be seamlessly integrated into your organization’s other data gathering processes. The responses to the questions are processed by the DNA Discovery systems with reports produced segmenting the clients into 4 primary categories. There is a Consumer Report for the client and then more extensive Enterprise Reports for the organization.
What Enterprise Reports are Available?
The enterprise reports include:
1. DNA Client Experience Report™ to deliver unique client experiences
2. DNA Workflow Report™ to manage workflows
3. DNA Sales Adaptation Report™ to adapt how clients are communicated with
4. DNA Powerful Questions Report™ to help your team ask the right questions
5. DNA Product Allocation Report™ (customized to the company solution offering)
In addition, customized messages are available to be sent to the participants each week or month to keep the clients and employees engaged.
How are the Enterprise Reports Used?
The Enterprise reports are used for the 6 primary steps highlighted in the illustration below:
In addition, they may be used for:
1. Creating client service teams
2. Segmenting ideal clients
3. Product suitability
4. Benchmarks
5. Customized websites
6. Customized newsletters
7. Customized presentations and offerings
The data contained in these reports can be seamlessly transferred and stored in the organization’s systems for real time access eg CRM and other service delivery systems.
Has the Communication DNA Discovery Process been Validated?
The Communication DNA Discovery Process has been through an extensive independent validation process to verify reliability based on internationally recognized measures. The process has been independently validated since 1999 by a highly qualified team with 80+ years of combined academic and practical profile development experience. A validation report is available on request.
How long will it take for the Entire Client Base to have Participated in Communication DNA Discovery?
In our experience, it takes 3 years to have all existing clients to participate in the Communication DNA Discovery process although there may be higher participation in the first 12 months. The reason is the logistics of contacting all of the clients and gaining their acceptance to participate. All prospects and new clients can participate from the start of the relationship.
Who is a “Client”?
The DNA Relationship System enables your firm to be client-centered. Therefore, the focus of the system is on your “clients”. Who are your clients? For the purposes of the DNA Relationship System your clients are persons external to your organization or division who are directly provided with products and services or support. This may also include persons legally inside your business but employed by another division. Depending on your organization, the clients may include:
- - Financial advisors – individuals and families to whom services are delivered
- - Fund managers – institutional investors
- - Fund managers, broker dealers, insurer’s – advisors and other intermediaries
- - Professionals, including accountants, attorney’s, engineers, architects, doctors, dentists and other professionals – individuals, families and business representatives
- - Business to Business – purchasing representatives
- - CRM’s and technology firms – system users
- - Franchise’s – franchisee’s and their teams
- - Loyalty programs – members
- - Sporting sponsors – sports organizations and players
- - Ministries and not-for-profits – members or donors
The system may be used by organizations only for employee use to improve internal communication, increase following of messages and unlocking team blockages.
Will the Clients Participate?
Our experience is that clients will complete the Communication DNA Discovery because it is quick and easy to complete, and provides a benefit for them. Therefore, your organization has to execute the delivery of the Communication DNA Discovery Process with this in mind. The key points are:
- - There is a systems approach to completion whereby the Communication DNA Discovery is directly integrated into your organization’s data gathering systems. This minimizes additional steps for the client.
- - Beyond receiving their report, the client can quickly see and experience benefits such as more comfort and trust with the service teams, an overall relationship improvement, product offerings tailored to their needs, less wasted time and energy. In essence, they experience a positive change in how they are served, the quality of service and potential increase in life and financial returns.
- - The Communication DNA data gathered is non-financial in nature. Therefore, the clients will have less concern.
- - Privacy is maintained with the Communication DNA data not sold or otherwise distributed to person’s outside your organizations.
- - Overall, your organization and its employees and representatives must act in a trust worthy way toward the client before and after the Communication DNA Discovery is completed.
When should the Communication DNA Discovery be Completed?
The Communication DNA Discovery should be completed at the following times:
- - Prospects – at the first interaction with your organization through online completion or during the first meeting
- - New clients – during the data gathering process online or manually
- - Existing clients – when new products or services are requested, or when transitional events are being experienced
What are the Benefits of the DNA Behavior Performance Approach Using Communication DNA Discovery?
- - Objective measurement of behavior in an understandable format.
- - Minimization of human bias that occurs through self-assessment.
- - Equal and mutual relationship culture developed between the clients and employees.
- - Memorable Common Language for regular open use in all interactions.
- - Real Time Systems Integration of DNA profile data to client relationship management systems and analytical systems.
How is Success of the DNA Relationship System Measured?
We use a proprietary system known as the DNA Client Engagement Indicators System™ to measure the success of the DNA Relationship System through the strength and recent occurrence of the following types of client engagement indicators:
- - Providing referrals and recommendations
- - First inquiry calls
- - First or additional client meetings
- - Purchase of additional services
- - Purchase of new service offerings
- - Attendance at events
- - Responds to company communications
- - Treats company team well
- - Demonstrates trust in team
- - Completed a service evaluation
What is the Investment by Your Organization in the DNA Relationship System?
DNA Behavior will work with your organization to understand, scope and price the system to formulate agreements leading to the implementation of the DNA Relationship System.
DNA Behavior will map a successful implementation plan for your organization and provide a range of ongoing support to drive client performance.
What is the Indicative Pricing Model for the DNA Relationship System?
Overall, the investment by your organization for our Enterprise Solution will be approximately $10 per person or less for the entire client or customer base, with Annual Service Fees payable for 3 years. Thereafter, we provide a system maintenance services agreement. We also provide shorter term contracts (1 or 2 years) on a different pricing and maintenance schedule. The pricing will include unlimited access to the DNA Discovery Process for use by all employees, prospects and clients on a reasonable usage basis. However, the final level of fees will be determined based on the needs of your organization, and will be presented to you in a proposal.
The Reports included in the Annual Services Fee:
- - Communication DNA Premium Report
- - DNA Client Experience Report
- - DNA Client Workflow Report
- - DNA Sales Adaptation Report
- - DNA Customer Service Role Report
- - DNA Client Segmentation Report
- - DNA Powerful Questions Report
Additional DNA Relationship System Reports:
- - Product Allocation Report customized to your organization
Training and Support included in the Annual Service Fee:
- - Standard DNA Relationship System set up (non-dedicated)
- - Standard DNA Relationship System administrator training, including for 2 replacement administrators within each year starting on the commencement date
- - Unlimited Access to Online Videos
- - Initial Communication DNA Training webinar for 1.5hrs
- - Reasonable Online Support
- - Quarterly Update 1hr Webinar (if annual usage is over 1000 profiles)
- - Online data review
Additional Communication DNA Training:
Workshops: Half day or full day. Maximum of 20 participants per class.
Consulting: Per hour:
- - Behavioral Data Analysis
- - Matching Products to Clients
- - Matching Employees to Clients
Provision of other DNA systems:
- - Financial DNA
- - Business DNA
What is the Commercial Engagement Process?
DNA Behavior recommends the following process in working with your organization:
- - Executive management of your organization complete their Communication DNA Discovery .
- - A formal presentation of the DNA Relationship System has been made to the Executive Team, including a practical demonstration of the systems integration process.
- - DNA Behavior and your organization agree the business needs and identify potential business metrics for client engagement.
- - Your organization provides authorization and organizational commitment for the technical and commercial scope to be undertaken for a trial and pays an initial trial fee.
- - A DNA Confidentiality Deed is entered into to cover the provision of proprietary information in the trial phase.
- - DNA Behavior provides a Term Sheet summarizing the technical and commercial scope for sign off before the trial is set up.
- - DNA Behavior sets up the trial sites and provides training and support during the trial period
- - DNA Behavior and your organization review the trial outcomes.
- - Upon a successful trial, DNA Behavior and your organization review and agree documentation, sign a 3 year license agreement for the DNA Relationship System and pay establishment and quarterly fees in advance.
How are Organizations Typically Using the DNA Relationship System?
| Organization Type |
Use of DNA | Benefits |
| Financial Advisors and Professionals | Behavioral discovery to learn different communication styles and also life and financial motivations of clients | Tailor communication to the client from the first interaction, customize the product or solution offering and match advisors and clients, increase client acquisition and retention |
| Fund Managers and Insurer’s – Investors | Behavioral discovery to learn communication, learning styles, investment motivations of investors | Customize the presentation, design the product offering to different investor needs and preferences , align service teams to match behavior |
| Fund Managers, Broker Dealers and Insurer’s - Advisors | Behavioral discovery to learn how to communicate with and provide support different advisors | Customize communications, match practice management and support teams with advisors, better management of product offerings, recruitment differentiation and advisor retention |
| CRM’s and Technology Providers | Behavioral discovery to learn how to communicate with different customers | Customize the sales process, provide a platform for customers to improve their communications on a real time basis and also build the corporate memory for the CRM provider and its customers |
| Business to Business | Behavioral discovery to know the team behaviors for creating optimal client service and to learn how to communicate with different customers | Improve the matching of the sales team to the purchasing representatives of the customer and tailoring communications and improving service execution |
| Franchise’s and their teams | Behavioral discovery to learn how to communicate with different franchisee’s and support them to be productive | Tailor the communication flows to enhance the relationship with the franchisee, and to know how to serve them, improve service execution |
| Sporting Sponsors | Behavioral discovery platform to enable sponsors to learn how to communicate with sports players, coaches and their organizations | Tailor communication flows for customization of ongoing product offers and enabling coaches to provide unique coaching experiences, improve sports performance execution |
| Ministries and not-for profits | Behavioral discovery to learn how to interact with different service team members, members and donors | Tailor communication flows and the membership experience, improve execution, and increase membership and donations |
In almost every case, the feedback has been that the Communication DNA Discovery enables much greater connection to be created in personal and business relationships. Ultimately, this means higher levels of engagement and improved bottom line results.
Here are some of the ways Communication DNA Discovery and the DNA Relationship System have been successfully used.
- 1. Consumers completing their Communication DNA Discovery are regularly forwarding their report to friends, family, colleagues and advisors to increase understanding and engagement.
- 2. Clients say to their advisors I was made to feel special. My needs were completely understood. I feel comfortable sharing more with this advisor. I can ring up when there are moments of need.
- 3. Families say now I understand why people in my family do different things. Why is my brother so sensitive? Why does my father have to prove his success to us? Why does my sister need to be in community groups? Why does my mother speak so directly? Why do I want adventure vacations every year and to take chances with money? Now, we know how to create common ground based on greater understanding and adapting our communication.
- 4. Advisors have been able to convert prospects to clients much more quickly. For one advisor, in the first month of using Communication DNA Discovery all 13 prospects he met with became fee paying clients. Why? The advisor was able to tailor his communication and customize his proposed service approach.
- 5. Advisors are seeing that their client retention is improving. As one advisor said, it is relatively easy getting a new client in but retaining the client after year 2 is quite hard. Keeping the client engaged is the key. The more you know about them the greater the chance of saying or doing something relevant at the right moment.
- 6. Teams are seeing how their own internal communication with each other is causing execution blockages. Communication DNA is enabling everyone’s differences to be understood and open dialogue to be created. A team who is understanding and confident of each other learned how to deliver a better service to customers. Customers like happy teams.
- 7. For many businesses of any size understanding the behavior of their clients is tied to particular individuals (eg advisors or sales people). The business is relying on employee retention. So, data basing client behavior into the corporate memory solves the problem. Successful businesses are having the Communication DNA Discovery information gathered on their website and then seamlessly downloaded to their CRM on a real time basis. The business is now less tied to specific people. The other benefit is that this approach enables customized experiences to be provided to every client by different team members.
- 8. A major international fund manager is using the Communication DNA Discovery to “marry” their sales team to advisors. While the sales people have territories they typically do not emotionally connect with at least 30% of the advisors. The key is to assign other salesman and the internal team to help out based on behavioral matching. The impact on sales and increased personal energy is 20% per year.
- 9. Another major fund manager is using the Communication DNA Discovery in training programs for advisors to help them have better client conversations. Of course, the process enables the fund manager to have better conversations too. The end result is that the fund manager is increasing net fund inflows and more advisors are coming on to their platform.
- 10. A bank has discovered that they can improve the performance of their call center in being the linchpin to calls coming in, behaviorally matching the operator to the caller, and ensuring the right solutions and support are offered the right way. The bank now know that they have humanized a relatively process driven client service system that many people are frustrated with. Further, they have increased revenue and productivity gains.
- 11. A hiring company is using Communication DNA as an initial filter on which candidates would fill customer service roles based on how they naturally relate to customers. This is enabling the hiring process to be streamlined with behavioral matching from the first hiring interaction rather than later during the interviewing process.
- 12. A mortgage company is using Communication DNA to not only engage prospects and customers but manage the workflows once a relationship is established. The mortgage company knows people are different and the service style has to be modified. Customer service goes up and efficiency gains are achieved.
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