Satisfying connected banking & finance customers via omnichannel marketing
Customer engagement is one of the leading priorities of today’s brands in the modern business world. Creating seamless experiences across digital channels is a challenge for many industries, including banking and finance. Considering the volume of existing and potential customers, fulfilling the needs perfectly becomes even harder in the highly competitive finance industry.
Another important aspect is the changing nature of consumers. Empowered by technology, today’s “connected” customers request timely, relevant, and solution-oriented interactions from banking and finance brands. Consumers can push the business world anytime and anywhere via the power of being online. Like other institutions in competitive industries, banks struggle to overcome these challenges. They look for reliable solutions to integrate their internal and external systems and reach desired results as far as customer satisfaction and loyalty are concerned. At this crucial moment, omnichannel marketing strategy takes the stage.
Omnichannel marketing strategy is essential for creating satisfactory experiences for digital age consumers. Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement.1 By 2020, the demand for an omnichannel customer experience will be amplified by the need for nearly perfect execution.
Omnichannel success depends on many different factors. In the banking scenario, external and internal systems that feed core banking, CRM, marketing, data processing, analytics, and reporting should be integrated to create seamless experiences and reflect unified brand identity. Centralization of the process is critical for management ease and precise tracking of customer history. Since banks serve millions of customers, high-performance delivery is a must. For customer service perfection, there should be no discrepancies across the channels.
ODC Business Solutions’ SmartMessage Marketing Platform assists brands in the finance industry in delivering experiences that consumers expect. As an all-in-one platform, the tool provides a centralized and integrated solution that makes critical processes like omnichannel messaging, campaign management, interactive communication, and marketing automation easy to deploy and track.
Think of the digital channels banks use to create engagement with their customers. SmartMessage Marketing Platform unifies the digital activities in channels including e-mail, SMS/MMS, push notification, chatbot, IVN/TTS, LBS, and beacon, helping to sustain a consistent brand image at every touch point where customers are connected. Since the channels work seamlessly through customer journeys, it is easy to track customer history, a critical task for industries like banking. Orchestrating these activities, SmartMessage Marketing helps to increase the customer experience and the efficiency of external and internal systems like core banking and call centers.
High performance and timing accuracy are critical for engagement success in banking industry
For industries like banking, in which communication activities create a massive volume of data transactions, the deployment of a stable infrastructure is critical. With the reliability and high performance of the Microsoft Azure cloud, SmartMessage Marketing Platform fulfills the needs of banks efficiently. For activities like OTP (one-time password) deliveries that are essential for customer satisfaction, the tool responds with precise timing.
SmartMessage Marketing Platform has a modular structure consisting of sub products that can be deployed separately or as an integrated solution. As an example, if the clients only require robust campaign management across channels, they can utilize SmartMessage Engage. Or if they request interactive exchanges, they can deploy chatbots via SmartMessage Connect.
Let’s suppose that the institution only needs an easy to manage a marketing automation tool. SmartMessage Autoflow is the answer for real-time, multi-step, and multi-action digital marketing activities across channels. Users even can identify their communication choices (desired channels, timing, and language) via SmartMessage Preference. The platform empowers the clients with the flexibility to deploy the components they need to improve their engagement with consumers. When used as one integrated and centralized solution, SmartMessage Marketing Platform solves the orchestration issue of digital marketing activities and unifies the brand experience. Customers get the relevant message via the right channel at the right time.
Integrated with Azure, SmartMessage empowers users with efficient scaling. This flexibility is a key to the optimization of processes and costs. Also, clients have the privilege of protecting their businesses with the most trusted cloud. With consistent hybrid cloud capabilities, Azure offers the ideal backbone to an industry in which security is critical.
Omnichannel marketing will provide new opportunities for better engagement, and financial institutions will be on the front line to take advantage of this critical strategy.
Learn how SmartMessage Connect and SmartMessage Autoflow add value to the customer engagement via Azure Marketplace.
1 http://www.v12data.com/blog/25-amazing-omnichannel-statistics-every-marketer-should-know/
