iCrowdNewswire - Apr 29, 2016
Boston. Research from global analytics firm Cerulli Associates has found that digital has taken engagement and client experience beyond personal interactions in the United States.
“One major shift in financial services marketing is the focus on the overall customer experience,” states Pamela DeBolt, associate director at Cerulli. “Client engagement, along with the overall client experience is paramount. In order to provide a favorable client experience, it is important to truly understand the client. To succeed in any business, a firm needs to be able to identify a potential customer, draw them in, turn them into a client, and hold onto them.”
“In order to put forth a positive client experience, engagement needs to take place,” DeBolt explains. “The ultimate goal with engagement is for it to lead to acquisition, thereby getting a prospect into the customer relationship management (CRM) system. Once in the system, a variety of touchpoints occur.”
“Advancements in digital have provided ample opportunity to understand clients, but without the proper technology and resources to interpret results, firms are no better equipped to know their clients than they were 20 years ago,” DeBolt continues. “Asset managers have made progress in understanding their clients through many initiatives.”
“Firms that are focusing on the overall client experience find themselves dedicated to building out their CRM and websites for better integration and a better understanding of their clients,” DeBolt adds “Additionally, firms are building out their predictive analytic capabilities through data-mining projects.”
About Cerulli Associates
Headquartered in Boston with offices in London and Singapore, Cerulli Associates is a global analytics firm that provides financial institutions with guidance in strategic positioning and new business development. Our analysts blend industry knowledge, original research, and data analysis to bring perspective to current market conditions and forecasts for future developments.
Cerulli’s research product line includes Cerulli Reports, The Cerulli Edge series, and Cerulli Lodestar.