Personalized Customer Experience for a Wealth Management Firm using Data Automation & Content Syndication

Challenges.

The client's marketing team faced three key challenges: 

• Manual Email Marketing: Time-consuming manual sending of emails with inconsistent templates hindered efficient communication and content creation.
• Data Silos: Inconsistent data across marketing, sales, and service functions led to customer complaints regarding communication discrepancies.
• Generic Communication: The lack of personalization in emails made it difficult for brokers to connect with recipients.

Solution.

A solution roadmap was created to implement Salesforce Marketing Cloud, aiming to unify and personalize experiences for brokers and their clients. The collaborative approach focused on:

• Content Syndication: Drupal CMS data was seamlessly integrated with Marketing Cloud for efficient content delivery.
  
• Data Automation: The Salesforce Marketing Cloud connector eliminated manual data extraction and streamlining processes.
  
• Personalized Newsletters: Email Studio and Marketing Cloud Automation Studio were used to create personalized newsletters with targeted content.
  
• Broker-Specific Branding: AMP Script dynamically generated customized branding for over 200 broker/dealer emails.
  
• 360° Customer View: A Lightning-based solution provided advisors with a comprehensive view of customer information with intuitive UI, filtering, and sorting features.

The Impact

Our solution approach enabled the client to achieve the following key benefits: 

• Up to 30% gain in agent productivity with 360 views of customers
  
• 10-15% increase in click through rate of personalized newsletters
  
• Higher upsell opportunities and proactive customer service
  
• Up to 25% faster broker on-boarding on marketing platform
  
• Interactive elements allowed the advisers to drill down, self-serve, and analyze information