Written by: Shereen MohammedMany companies outside of financial services continue to step up their game when it comes to customer engagement and personalization. This is resulting in many consumers expecting and demanding that same level of customer engagement and personalization from their banks and financial advisors. While non-financial service companies use incentives or points or other programs to create personalization, in financial services it has to be about creating personalized experiences that respond to a client’s need in real time.According to Digital Banking Report, banks and credit unions are increasingly adopting a more personalized approach to connecting with consumers across all media channels. One way that financial advisors and banking professionals can stay ahead of their competitors is to make a strong effort to build human connections and build more of an emotional style of consumer engagement.As financial institutions and wealth management firms become a lot smarter with data and they are gaining insights into specifically what kind and what level of personalization consumers are demanding.Here are some examples of how wealth management firms are using technology to take their customer engagement to the next level.
EmailAs new content such as blog articles gets created, the best way to get people actually reading it is by sending it out to your list of clients and prospects. We often hear that many send PDFs attachments to a list of clients through their email service provider. While it is good that advisors are trying to stay in touch with their audience, by not using an email marketing platform, advisors are not creating a poor user experience. Additionally, using an email marketing platform gets higher than average open and click through rates. Sending an email newsletter with a link back to a new blog article also pushes people to an advisor website, where they can also read additional content.Related: How to Find The Best Customers For Your BusinessRelated: Topics to Turn Advisors into Content Writing Pros