Do you have multi-channel systems in place to support your cross-channel marketing?

Angela Cheong
Apr. 25, 2013 by Angela Cheong

It’s that time of the year again where NetFinance 2013 is upon us.

As the world’s #1 multi-channel marketing conference for financial services, it’s pretty much the event to hear some of the foremost experts and industry leaders talk about the trends in multi-channel marketing.

This year, NetFinance is focusing their lens on three key topics:

Day 2 on multi-channel engagement is of particular interest to us as we’ve always been focused on the benefits a multi-channel strategy can bring to the brand. Being able to engage with customers according to their preferred communication channels? Golden.

Here’s a personal example from my own travel experiences. I was on my way to Columbia for a conference recently and my flight was delayed.

Instead of being told over the PA system that my flight was delayed, which I might have missed for some reason or other, I was informed by the airline through three separate channels of the delay: email, sms and voicemail.

Now I’ve been on delayed flights before, where I gloomily haunted the boarding area for new updates on my situation. However, through the multi-channel strategy employed by this particular airline, I was able to amble around the airport window shopping or grab a meal without fear that I might miss an update on my flight status – whether due to a crackling static filled announcement or being too far away from the boarding gate.

A Multichannel Strategy: The Role of Transactional Email or Text in Financial Services

Aside from the travel and hospitality industry, transactional messages play an incredibly important role in the financial services industry. Transferring money? You want a notification to tell you that your money transfer has been successful. Bought something through PayPal? You want an alert that confirms this transaction. Much as the story of transactional messaging is about real-time confirmation and notification of transactions, it’s also a story about security.

If for some reason someone gained access to your PIN number and withdrew a significant amount of money from your bank account, you’d want an immediate notification from your financial services provider to halt the transfer of your assets immediately.

NetFinance 2013 and Multi-Channel Strategy from the Customer Viewpoint

A key challenge financial companies face in implementing a customer-centric multi-channel strategy is due to technological limitations of disparate legacy systems. It’s all about customer personalization these days. Brands are struggling to provide that experience, which can prove impossible without redesigning their infrastructure.

Here’s where we can provide some guidance. On 1 May at 10.45am at NetFinance 2013, Message Systems will be participating in a panel on multi-channel technology:

Redesigning Corporate Structure To Be More Customer-Centric

Our SVP Barry Abel and Greg Cunningham, SVP Product Head-Digital Channels of City National Bank will take to the stage and talk about how to:

  • Evolve systems & structure it around customer needs in a multi-channel world
  • Redesign systems and records to provide end-to-end customer support
  • Discover technology that provides management of customer communications across multiple channels from a single integrated platform
  • Understand the role compliance plays in a multi-channel environment

Multi-channel doesn’t need to be a Rubik’s cube where only geniuses can get right. Start off with the right technology and get your business on the right foot with customers from the get-go. If you’d like a sneak peek of what might be to come, check out our guide on The New Communications Standard.

The New Communications Standard

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