Personalization With a Human Touch: Strategies to Build a Powerful Cross-Selling & Onboarding Program in Banking

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Melina Walsh
5 years ago
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1 Personalization With a Human Touch: Strategies to Build a Powerful Cross-Selling & Onboarding Program in Banking Paula Tompkins, CEO & Founder ChannelNet

2 What You ll Learn: ü How to become customer-centric ü How to reach people across various points in their lifecycle ü How to build dialogue to create honest relationships ü How to curate content to create personal experiences ü How to maximize relevance and eliminate digital overload

3 Opportunity 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

4 Personalization Break Through Digital Clutter Impersonalized 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

5 Endless Cycle Events Community Target Practice Referrals Surveys Open Accounts Incentives Education Welcome Thank You

6 Welcome and Thank You

7 Technology

8 The Kit 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

9 Data Is The Foundation INPUT DATA OUTPUT DATA Appointments People Information Product Information Demographic Branches/Partners Leads/Referrals Opt-Outs Analytics Surveys

10 Data Details

11 Platform ü Pluggable ü Admin-able ü Integra-table ü Rules engine

12 Tools Save For the Future Mortgage Calculator Planning For Retirement Affordability Calculator Emergency Savings Tool Monthly Payment Calculator

13 CONTENYT CONTENT

14 It Has To Be RIGHT RIGHT EXPERIENCE RIGHT CHANNEL RIGHT TIME Product Offer Web Location Surveys Mobile Season Services Time Day Week = Content Curation Call center Frequency Engagement In-branch Sequence Relevant Communication

15 People Are Overwhelmed Information Is Spread Across Channels And Silos

16 The Solution: Curate Content Across Channels

17 Combine With Personas

18 Personas = Segmentation We chose two Personas

Right Content Right Customer Acquisition DENNIS Employee local

Prospect Education Encourage Adoption Welcome SILVIA Funded 1

Advisor Cross Sell Engagement RICHARD Existing Customer Needs

19 Right Content Right Customer Acquisition DENNIS Employee local business New account opportunity Need to engage advisor Prospect Education Encourage Adoption Welcome SILVIA Funded 1 Account No Goals Set Drive Engagement New Customer Lead to Advisor Cross Sell Engagement RICHARD Existing Customer Needs Reassurance Plan Tune Up Meet with Advisor Review Plan Make Adjustments