Disrupting the wealth management industry with hyper personalized content and customer experience portal

How do you differentiate yourself when you are selling near-identical products to your competitors? The answer lies in the customer experience. For one of the world’s largest banks, we set out to revolutionize the consumer journey, using deep consumer insights and state-of-the-art technology to radically transform our digital offering: driving conversions, empowering financial agents to upsell products, and creating a loved brand in the process.

Branded content is key to helping brands build trust, establish their authority on the subject, entertain and educate the audience, and increase credibility. Creative, compelling branded content disseminated via the right channels is effective at increasing awareness, generating interests, and eventually driving conversions. Yet this alone is not enough to distinguish a brand in an industry selling very similar services. To satisfy the bank’s High Net Worth Individual (HNWI) audiences and their ever-increasing expectations for a thrilling digital experience, we needed to go above and beyond the industry standard. Our mission was to reframe the consumer journey, putting the customer at the centre of the problem to identify where we could minimize friction and add value through content and hyper personalization. By extending the superior customer service the bank was able to offer in person to digital channels, we could create a premium, differentiated experience that facilitated the upselling of services for financial agents.

In order to achieve this, we:

• Leveraged advanced social listening, including consumer insights, competitor analysis and industry research, to uncover consumers’ deeper thoughts and create Next Generation Content;
• Launched a secure, scalable content management platform incorporating customer journeys based on content and navigate the target audiences down the marketing funnel with the goal of maximizing their conversions;
• Built a powerful back-end Content Management System that allows financial agents, as well as other team members, to access a library of content and push it out to different channels;
• Published the branded content on the most popular digital channel used by the target audiences to create emotional connection with them; and
• Repurposed existing branded content to engage different persona types by providing them with accessible edutainment content.

Unearthing consumers’ valuable insights to create Radically Relevant Content

While we already knew that our client’s general target audiences were the wealthy middle classes and high net worth individuals, we wanted to further segment these audiences to allow us to create and repurpose content that would precisely cater to each audience group. We collected thousands of conversations and comments from audiences across a wide range of channels and applied our Proprietary Algorithms to decipher the nuances that would take us from good content to Next Generation Content. By mapping out persona attributes with pain points and needs, we were able to repurpose content into different formats that would best engage and convert customers for a richly personalized experience.

Launching a groundbreaking Content Management System that empowers financial agents to up their game when it comes to customer service

Before we launched the content platform for our client, they lacked a centralized platform to publish and archive their branded content. As a result, the financial agents’ effort in attempting to reach the target audiences and have them purchase their service was lengthy and cumbersome. Financial agents lacked the tools they needed to add value at each stage of their clients’ journeys.

To empower them to better serve their clients through digital channels, we built a state-of-the-art ecosystem that connected a powerful Content Management System with a rich, consumer-facing content portal that offered personalized experiences based on their unique profile. Financial agents were able to:

• Search, filter, and select pre-approved content from a content directory;
• Publish this selected content across different channels thanks to a template editor;
• View best-performing content to help them nurture their clients.

Building a content-rich, AI-powered consumer-facing portal to unite financial agents and customers in new and exciting ways

To provide hyper personalized experiences, we built a consumer-facing portal that allowed customers to login and educate themselves through a variety of multimedia formats, from videos to quizzes to infographics.

The portal serves as a bridge between the financial agents and end-users to strengthen their emotional connection with the brand through carefully crafted journeys that showed clients they were understood. The unique platform also features built-in analytics, allowing us to easily spot visitor trends and opportunities for improving the digital experience based on visitor data of each persona, which is vital in helping our client maximize quality conversions.

By combining state-of-the art technology with Next Generation Content, IMS was able to help our client create premium, differentiated digital experiences while empowering financial agents to nurture their customers.

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