Far too frequently, we see how in the pursuit of technological advantage, clients leave customer engagement as an afterthought. For our team, it’s the starting point and the beginning of all discussions.
Let’s address the imbalance. Here are 5 core principles:
1. Experience – Design the journey to influence outcomes and brand perceptions
The starting point for an ideal customer experience - understanding customer behaviour and attitudes. Historically evaluated through market research, today this insight is captured through data mining.
Identifying key attitudes and values - and were it makes sense to address them, can give valuable insight into designing winning propositions.
Here’s an example of a customer journey linked to borrowing, and value triggers we can target.
Today, at least in online lending, many platforms highlight points of difference linked to pain points. Themes that include efficiency, accessibility and inclusivity. These are important, but as many independent platforms begin to use similar messages, its critical to incorporate messages based on the dimensions that makes your service stand out.
3. Momentum - Building online communities to generate buzz and provide networked support
Platform based business models offer the possibility to engage customers in a way not possible in the offline world. Define customer experience strategies that build loyalty and advocacy - based on communities building content and alpha users’ ability to grow the community.
4. Personalised – Use data to better understand, track behaviours, and engage meaningfully
Through data, it is possible to identify behaviour - whether as individuals or cohorts. Knowing your customers’ behavior lets you predict outcomes, and with that plan services and offers that are on-time, on-message and likely to be loved.
5. Engaging - Robust social media strategy is key for building trust with target audiences
Organisations that embrace social media, go beyond using online tools to market or promote services. They recognise the opportunity it provides as a way to engage customers and be part of their lives. Here are three ways in which Adam Nash, CEO Wealthfront, engages customers - and potential customers online.
Grow Advisors, Asia Pacific
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Grow Advisors is proud to support the transition to digital finance around the world. Our team offers consulting and professional services on online asset and wealth management solutions, lending and p2p, crowd investing and fund raising around the world. We are uniquely placed to cover both planning and executional aspects of all our ideas.