personalization with a human touch: strategies to build a ... · 15 top digital marketing trends...
TRANSCRIPT
Personalization With a Human Touch: Strategies to Build a Powerful Cross-Selling & Onboarding Program in BankingPaula Tompkins, CEO & FounderChannelNet
ü How to become customer-centricü How to reach people across various points in their “lifecycle”ü How to build dialogue to create honest relationshipsü How to curate content to create personal experiencesü How to maximize relevance and eliminate digital overload
What You’ll Learn:
“ Customer satisfaction and cross-sell success both improve as the number of contacts increase up to 5-6 times, and is increasingly effective when the person is communicated with as many as seven or more over lifestages.”
JD Powers & Associates study
Opportunity
Impersonalized email blasts and banner ads are going the way of the fax machine. Becoming hyper-targeted and focusing on personalizing every interaction is becoming increasingly important. Personal pages should be connected to every one of your campaigns. Attention is a currency, and building a personal connection is an essential element in digital marketing.
15 TOP DIGITAL MARKETING TRENDS - FORBES
“
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PersonalizationBreak Through Digital Clutter
Endless Cycle
WelcomeThank You
IncentivesEducation
OpenAccounts
ReferralsSurveys
EventsCommunity
Target Practice
Welcome and Thank You
Technology
ü Big Data - outbound and inbound - systems of record and CRM
ü Platform – pluggable, admin-able, integrat-able, rules engine
ü Leverage Tools – credit apps, calculators, surveys
ü The Cloud – hosting, security, tech support
ü CRM – for branchs, partners, customer service
ü Analytics – to drive constant improvement
The Kit
Data Is The Foundation
Appointments
Leads/Referrals
Opt-Outs
Analytics
Surveys
OUTPUTDATA
INPUTDATA
People Information
Product Information
Demographic
Branches/Partners
Data Details
Platformü Pluggable
ü Admin-able
ü Integra-table
ü Rules engine
Save For the Future
Planning For
Retirement
Emergency Savings Tool
Monthly Payment
Calculator
Affordability Calculator
Mortgage Calculator
Tools
CONTENYT
CONTENT
Web
Mobile
Call center
In-branch
Location
Season
Time Day Week
Frequency
Sequence
Services
Product Offer
Content Curation
Engagement
RIGHT EXPERIENCE RIGHT CHANNEL RIGHT TIME
Relevant Communication
=
It Has To Be RIGHT
Surveys
People Are OverwhelmedInformation Is Spread Across Channels And Silos
The Solution:Curate Content
Across Channels
Combine With Personas
We chose two Personas
Personas = Segmentation
Right Content … Right Customer§ Employee local business
§ New account opportunity
§ Need to engage advisorDENNIS
§ Funded 1 Account
§ No Goals Set
§ Drive EngagementSILVIA
§ Existing Customer
§ Needs Reassurance
§ Plan Tune Up
RICHARD
§ Prospect
§ Education
§ Encourage Adoption
§ New Customer
§ Lead to Advisor
§ Cross Sell
§ Meet with Advisor
§ Review Plan
§ Make Adjustments
Acquisition
Engagement
Welcome
AcquisitionWEB PAGES
PRODUCTS
CAMPAIGNS
EDUCATION
OFFERS
SOCIAL MEDIA
TOOLS
VIDEO
SURVEYS
PLATFORM
Dennis
Value Statement
Tools
Sales Proposition
Engagement
Feedback
Education
Subscription
Contact Us
WelcomeWEB PAGES
PRODUCTS
CAMPAIGNS
EDUCATION
OFFERS
SOCIAL MEDIA
TOOLS
VIDEOS
SURVEYS
PLATFORM
Silvia
Value Statement
Feedback
Feedback
Engagement
Sales Proposition
Lead
Education
PersonalAdvisor
RelationshipWEB PAGES
PRODUCTS
CAMPAIGNS
EDUCATION
OFFERS
SOCIAL MEDIA
TOOLS
VIDEOS
SURVEYS
PLATFORM
Richard
Value Statement
Update Goals
Education
Lead
Sales Proposition
Personal Advisor
Leads = Human Interaction
Key Takeways
Takeaway #1
Technology is the Enabler Not the Solution…
Takeaway #2Focus On Human Connection
Walk. Run. BBaalllleett.
Takeaway #3
QUESTIONS?#fbforum
