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Ten seconds is almost unheard of in the financial services industry, but that's the average time it takes United Planners to answer their phone, says CIO Aaron Spradlin. No wait time is just one of the many ways they measure the success of the counseling experience. But there is also the user experience. Technology is a vital part of United Planners' service platforms that bring the adviser and user experience full circle. But at the end of the day, when an advisor needs a quick answer to solve a simple question, paperwork, people and process go further than fancy new technology. Like answering the phone.