The Relevant Experience
Consumers are subjected to thousands of marketing messages each and every day, most of which have no direct relation to the individual at all. To be listened to, you have to make sure that whenever you speak, you are actually saying something that matters. Financial Services providers are no exception; to make your sales targets, every customer touch point must count.
A New Demand
The personal experience provided by many online initiatives, such as iGoogle, has created higher consumer expectations. Clients expect to have a flexible and easy to use interface to their financial data, making it relevant to their situation. Allow customers to define their own experience by snapping together views and reports, set alerts and cluster account information on their own terms.
Profiling on Multiple Data Points
Anonymous visitors and clients alike are giving you a wealth of information which helps you understand their needs. Whether it is based on implicit behavior or explicit profiling, this data is essential to create a relevant experience - one site doesn’t fit all. Tap into this information and store it in such a way that you can easily make the link to content, products and promotions.
Content That Makes a Difference
Many Financial Services providers are going through a transition from a product-centric approach to a customer-centric approach in order to increase sales conversion. This means a shift from having a single offer for as many clients as possible; to putting the individual client at the center of relevant promotions. Profiling your customers to really understand their need is the first step. Making this information actionable in order to package and promote offers in a specific context across all channels is the key to effective cross-selling.
What can SDL do for you?
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