Published | July 26, 2017


Digital Content Part II: Customer Engagement

Digital Content Part II: Customer Engagement

Harness the power of AI for all your social media needs

In my previous blog, I discussed the importance of using content to create a personal brand on social media. To recap, NexJ Digital Engagement uses Artificial Intelligence to match articles from public news and internal sources to a profile that is unique to each financial advisor or banker. The end result is a stream of content that is tailored to each user and can be posted to social media sites.

Today, I would like to discuss leveraging the same technology to create a very personal dialog between the advisors and their clients. Banks already collect a wealth of information about their clients. This starts in the prospecting stage while lead information and interactions are collected and logged. The information is greatly expanded through onboarding where we discover the financial profiles of the clients and uncover their needs. Finally, as the relationship is nurtured, more information is uncovered including information about families, households, likes and dislikes. With a comprehensive customer view built by integrating all enterprise data sources, this information is available to build an interest graph for each prospect, client, company or household.

The interest graph describes who the client is both professionally and personally. For example, they are approaching retirement and need to learn about estate and trust planning. They also like boating, wine and have new grandchildren.

Now, we use the same AI engine I described in the previous post to match content to the specific interests of each prospect, client, company and household and create a stream of content that is unique and personal. The content can then be sent to the client either through email or in a personalized newsletter to deepen the relationship and transform the client’s relationship with the bank from a faceless vendor to a trusted, engaged advisor.

In today’s client-driven sales journey, trusted relationships are essential to building loyalty and increasing share of wallet.

 

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Adam Edmonds

Author: Adam Edmonds

Vice President, Products

Adam has spent more than 15 years guiding the development of enterprise customer management solutions for financial services and insurance. In his current role, he is responsible for establishing NexJ’s overall product vision and ensuring the design of easy-to-use enterprise software solutions that solve real market problems.

Adam is excited to share the lessons he has learned and his insights on where the industry is heading with readers of his blog. He encourages readers to join the discussion or reach out to him with their own insights, best practices, and solutions to industry challenges.

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