Personalization and omnichannel marketing within financial institutions is not so much a matter of what to do but how to do it.
So, beyond theory, an example of a real case can always come in handy.
Managing several types of marketing campaigns at the same time and with highly effective results, it’s always a challenge. Also that personalization and omnichannel marketing within financial institutions is not so much a matter of what to do but how to do it.
Therefore, we would like to share the experience of one of our clients with you. It is the case of an important financial institution that managed to increase productivity 5 times in only 8 weeks, by providing +500,000 clients with a an experience of segmented and personalized communication through all its digital channels.
Some months ago The Financial Brand published its traditional annual report “Guide to Financial Marketing.” And once again, as in the past 5 years, top marketing priorities for financial institutions were:
- Deepen relationships
- Improve share-of-wallet
- Increase products-per-household
There is a big social and cultural change happening in society and it is affecting every type of market and every way of consumption. As summarized in the Digital Banking Report, the consumer purchase process is no longer linear or predictable; at least not under old parameters. Consumers today might start using a channel but then switch to other channel quickly, unpredictably and due to particular circumstances.
Currently, customers wish to interact on their own terms, expecting advice and recommendations from their bank in a similar fashion to the way they receive from other digital partners such as Google, Amazon and F Targeting. This would include highly relevant deals delivered through online and offline channels.
One shouldn’t forget that for clients communication is always with the bank, regardless of the channel. What clients expect from each interacción is to be contributed with something different, something that adds value to their relationship with the bank. This requires to actually try to know each client, hoping to become “omni relevant” instead of “omni annoying” for them. There is a great potential in personalization that can be exploited for the benefit of the bank, but this must be taken carefully because if used in the wrong way it could also become a huge risk. The key, therefore, is to get involved with the client using the right channel, in the right moment. The ultimate goal is to maximize the value of a customer's life through personalized content.
If we look, for example, the business strategy of Facebook and Apple -two of the companies that better represent the consumer's feeling of this new era- we will see that what these companies seek is to generate an experience, not only meet the needs of the consumer, but anticipate them.
On the other hand, in Google Cloud Next 2018, it was made very clear that the vision of this company, today, is to understand and know what each person needs before they ask. For example: How many minutes will it take to travel from one point to another? Before you ask, Google shows you the answer.
However, Jim Marous, editor and owner of the Digital Banking Report, draws our attention to the success (or lack thereof) that institutions are having in achieving these goals. Unfortunately, many organizations seem stuck in the past regarding the adoption of new data sources, technologies and marketing channels.
This resistance is beginning to affect the success of marketing initiatives, because customers are not happy with the type of interaction they receive from their banks; expectations have changed, are much higher and are completely related to the digital field. Digitization is absolutely changing our way of living and finances are no exception.
There’s a discussion going on in the banking sector about the need to deliver communications and personalized, timely, relevant offers that boost profitability, satisfaction and customer loyalty. Unfortunately, even if the intentions are put on the table, there is still a big gap between the aspirations of the bank vendors and the ability to meet these objectives. The continuous feedback is: "it is not about what to do, but about finding the best way to achieve it".Now, let's go back to our case and the teachings it left us ...
Following the concern of which we spoke in the previous paragraph, we would like to share with you a real example of one of our clients. Believe us, there is a light at the end of the tunnel. Our client has managed to move from analysis to action by implementing Prisma Campaigns in record time. From the process, some recommendations arise and we want to share them with you.
Our client is an important financial institution with approximately US $ 45 billion in assets, whose main challenges were:
- Elevated setup times for new campaigns
- Elevated publication time for campaigns.
- Costly and inefficient in-house development of processes and support.
What has our client achieved today?
- Managing +100 active campaigns simultaneously, targeting +600,000 customers.
- Having 4 integrated web applications (People, Premiere, Preferential, Private)
- Having 4 integrated mobile applications (People, Preferential, Private, new App)
- Implementation in the cloud (SaaS)
And the million dollar question: how?
With an incremental approach, incorporating new channels and new types of marketing campaigns through a gradual process.
First of all, basic pains were solved (such as being able to centrally manage campaigns on all channels) so we could move on to more sophisticated scenarios (such as personalizing messages, prioritizing campaigns with AI / ML). With this approach, complications related to integration were simply avoided. The process began with the use of simple integrations, sometimes manual ones that were then systematized. The same happened with data. First, what was already available was used so we could then move to enrich the model. Specific campaign scenarios were also resolved.
As an outstanding fact, we would like to point out that through the process it was possible to empower those responsible for executing the campaigns. In this way the control of the spaces or points of communication could be transferred to those who make the decisions.
There are ways to be more effective when executing omnichannel and personalized campaigns. How? With an incremental approach and an intuitive, user-friendly marketing automation platform that gives control to whoever is in charge of making decisions.
Prisma Campaigns is one of the most user friendly marketing automation platform.