Personalisation is key to client loyalty

oktober 11, 2016

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When building on the onmichannel experience, personalisation is key to maintain the same bond as with the preceding face-to-face approach.

It is important to note, however, that the aim is not to replace the face-to-face relationships, but rather to compliment them with the integration of new technologies to increase convenience, speed and accessibility.

What can personalisation do for you?

Build relationships

As you gather more data regarding personal habits and preferences, the feeling of an individual relationship is created, replicating the feel of face-to-face communication. This also allows for personalised content to be delivered, strengthening the bond.
Increased customer engagement
Personalised content will keep clients engaged and on the site for longer, bringing higher open and click through rates from emails, which hopefully convert into business.

Top client experience

Pre-empting and providing solutions, sometimes even before the client has realised what they need themselves, whilst leaving out the irrelevant features, elicits trust, and trust is essential to the financial advisor relationships.

Client retention

Through offering a personalised journey to your client, you are therefore offering them an easier journey. In a busy and complex world, this is central to ensuring client retention.

Know your audience

The first step to personalisation is to Know your audience. When moving into automated and digital systems, segmentation of data through attributes and preferences is essential, from the basic categories of sex, age, geography, job title and income, alongside much more specific aspects such as personal spending preferences and routine.

Bron: arena-international

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