How Financial Services Deliver Experiences that Connect

March 27, 2018

By Kirsten Oelrich

Your customers, investors, and policyholders want to connect with you. They expect interactions to feel personal and seamless—on the website, in the mobile app, and in person. Of course, you want to offer that experience. But it becomes challenging while managing strict industry regulations and security needs.

These extra considerations often keep banks, insurance agencies, and wealth management firms from being innovative and agile.

Despite these challenges, there’s hope. You have access to technologies and strategies that help you deliver personalized customer experiences at every point along the customer journey—from acquisition, to conversion, and ultimately through customer retention. And when you put a priority on the experience, you gain a business advantage. We call this becoming an experience business.

When it comes to acquiring new customers, the key is to make sure that you first identify your ideal customers. This requires a strong digital foundation. You need one platform to connect your analytics, content creation, cross-channel delivery, web and app testing, and other digital marketing functions so that you’ve created an ecosystem of insight. Each function informs the other. As you begin to understand who your best customers are, you can better attract more people like them.

Of course, you need more than just prospects—you need customers. As an experience business, there are several ways you can do this. Make all of your forms and applications digital and connect them with your web and mobile channels for easy enrollment. Build detailed 360-degree profiles of each customer by pulling data from every source and interaction to know what your customers need before they even ask.

Save time and resources by working from a central repository of all assets instead of creating everything from scratch. And let AI and machine learning help you scale the delivery of consistent experiences across all channels to the right audiences in meaningful ways.

As you work to retain customers and clients for the long haul, it’s important to show them that you know who they are. Each experience should naturally lead to the next. Your mobile app, website experience, email offerings, and even in-person interactions all show that you know where your customers have been and where they’re going.

What you’re working toward is a connected customer experience. You’re using data from every channel, integrated digital marketing systems, automation, deep segment insights, and digital enrollment to build trust.

And with this trust, they’ll stay with you for the long haul. Not because you have the lowest rate or the hottest investment opportunity. They’ll stay because you know them. You know what they need and what they want and you give it to them at the right moment. You are an experience business. And it all starts with experiences that connect.

Schedule a meeting with our team today to see how we can help you save time and money with the digital transformation initiatives.

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About TA Digital

TA Digital is an innovative digital transformation agency, specializing in delivering digital experience, commerce, and marketing solutions. For nearly two decades, we have been helping traditional businesses transform and create dynamic digital cultures through disruptive strategies and agile deployment of innovative solutions. We are known as a global leader in the digital technology industry for helping marketing leaders achieve their revenue targets, create profitable, omni-channel customer and commerce experiences. TA Digital has high-level strategic partnerships with digital technology companies AdobeMicrosoftSitecoreAcquiaMarketoSAP HybrisElastic Path, IBM Watson Marketing, Coveo and Episerver. The company was named on 2013, 2014, 2015 Inc. 5000 list as one of the fastest-growing technology companies in the United States.