Taking Finance Social 17th October 2013
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Taking Finance Social Bringing digital relationships to life | 17 th October 2013
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Taking Finance Social - 17th October 2013 The way customers are engaging with Financial Services firms is changing. They tell you what they like, what they need, what’s important to them and especially, what they are unhappy with. And they share these thoughts with everyone, across social networking sites. But how much of the conversation do you hear? Financial Service firms are awakening to the opportunities for customer acquisition, better engagement and efficient servicing using these new approaches This presentation explores the following key themes: Acquisition of new customers Knowing what they want before you engage and ensuring your sales and marketing efforts are streamlined. Learn how your competitors’ failure can be your success Social CRM Combining CRM records with social profiles, helping you understand multiple aspects of your customers and make decision based on real data Faster customer service and engagement Using social networks to respond to service requests via a low-cost, flexible channel
Transcript of Taking Finance Social 17th October 2013
Taking Finance Social
Bringing digital relationships to life | 17th October 2013
Social(oh God)
• to ‘do’ social• to understand social• to be confident they are doing social ‘right’
Everyone wants…
But…• with no investment• with no proof• with very little comfort• with little idea ‘how’
How many CMOsmake a CEO?
Kevin Systrom
Jeroen Hoencamp (UK)
Ben van Beurden
Thin pickings (currently)
http://www.cmo.com/content/cmo-com/home/articles/2013/8/14/why_more_marketers.html?cmpid=TT207
So who does get the nod?
Why is this so important?
http://m.thedrum.com/news/2013/08/02/after-48-drop-profit-last-quarter-pg-will-shift-its-focus-and-budget-digital
The bottom line is we need and want to be where the consumer is, and increasingly that is social and mobile
A.G. Lafley - CEO P&G.
After a 48% drop in profit last quarter,P&G will shift its focus - and budget - onto digital
Five years from now,CMOs will spend more on ITthan CIOs do.
http://www.forbes.com/sites/lisaarthur/2012/02/08/five-years-from-now-cmos-will-spend-more-on-it-than-cios-do/
quoting in 2012
Everythinghas changed
Then @work
Then @home
Now @work
Now @home
We are all social now
mobile | share | buy | recommend | play | pay
User expectation has shifted
Brand isn't enough,… insist on building a direct relationship with the customer. It's not enough to have a name and an email in the database. Thanks to digital tools that your customer has invested in, you have 24/7 access to that customer. But only if you can make it worth their while to engage with you digitally.
James L. McQuivey
principal analyst at Forrester Research,author of Digital Disruption.
Put another way
Markets People
Then Dozens Millions
Now Millions Dozens
Experiencematters
Better experience is adopted quickly
And getting quicker
Source: www.paymentsnews.com
Deliver the Z.M.O.T.
How?
It’s not ‘technology’s job’
(you knew that)
It’s not even ‘digital’s job’
It is the job
If Marketing is the sales engine…
• Listen• Engage• Ignite• Identify• Serve
So is there a simple blueprint?
Listen Engage Ignite
• the right to• the permission
to• the opportunity
to• the knowledge
of• the value of
ServeIdentify
Listen Engage Ignite ServeIdentify
Listen Engage Ignite ServeIdentify
Student acquisitionDigital & social engagement
Topics of interest
Mobile ready
FB app Showcaseresponses
Invite, share
‘Fan’ page to unlock content
Automate entry
validation
Monitor
Promote compo
Recognise omni-
channel
Joined-up experienc
e
iPad entry
In contextcontent
Feel loved
Listen Engage Ignite ServeIdentify
Streamlined servicing channel
BIG BANKplc
Service request tweet
Respond / delegate
Auto create case
Showcaseresponses
Responsive = like
Channel= like
Invite to ID
Encourage(#B1243)
Trigger direct
contact
Case - join
CRM - join
Solve
Comms
Feel loved
Examples
Doing itright
Experience is a journey
influences
First touch
Next touch
influences
Next touch
influences
search | research | browse | share | buy | recommend | play | assess
tweet
| em
ail
| post
| p
hone |
sto
re |
ATM
| b
ranch
|
mob
ile
Usable
Valuable
Feasible
Pipedreams Gathers dust
Follies
Getting it right
• Know what you want - and why• Play in their sandpit – don’t build own• Talk to, don’t market to
• Experience counts• It changes – be agile
Looks messy… (simple ≠ easy)
• Platform components• Can be used in many configurations• As required for functionality• As required for scale• Integrate as needed• Buy as you go
Build in flexibility and extensibility
Be gutsy, at pace
