Can you share more about how we have helped enterprise level clients differentiate themselves?
We're currently helping an enterprise level Wealth Management firm understand how to enable their clients and prospects with preferences for communication and engagement. Instead of blasting marketing materials to everyone, this client is opting to give their clients a choice as a way to provide the most tailored and relevant content, as well as reduce the risk of having someone opt out of all future communications. By putting the selection of preference into the hands of the consumer, it enables them to have the power to receive curated information and even select the delivery method of that content. This leads to getting the right content to the right person via the right channel, at the right time.
For another Financial Services organization, we are tracking customer and prospect engagement on their website. What are they clicking on? Are they watching a webinar? Based on the type of engagement, there is a more informed path forward to convert the prospect or identify cross-sell and up-sell opportunities. The goal is eventually to move beyond just activity and engagement based on their web behavior, to marry that data with other known customer data, such as their customer service experience, demographic factors, etc., to continue to create a more comprehensive profile. This will allow them to send communications knowing that the recipient of the message believes it is unique to their needs.