personalization with a human touch: strategies to build a ... · 15 top digital marketing trends...

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

Email

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

#fbforum

PAULA TOMPKINS, ptompkins@channelnet.com

#ChannelNet415 720-4498

THANK YOU!