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.