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

Challenges.

The financial services firm’s customers faced a critical challenge: inefficient and inconsistent marketing processes undermined customer experience and hindered revenue growth. Coforge performed a root-cause analysis and identified three key reasons behind the challenge.

• 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.

Coforge implemented Salesforce Marketing Cloud & its automation solutions to transform marketing operations for brokers. Some of the key solutions offered during the 4-month engagement are:

• We seamlessly integrated Drupal CMS data to create a centralized content hub, ensuring consistent and efficient content distribution.
• Coforge leveraged Salesforce Marketing Cloud's Connector to eliminate manual data entry and accelerate processes. This automation not only saved time but also minimized human error, ensuring data accuracy.
• We harnessed the Email Studio and Marketing Cloud Automation Studio to enhance customer engagement. This enabled us to create highly personalized newsletters, tailoring content to individual preferences and behaviors
• We also implemented AMP Script to dynamically generate customized branding for over 200 broker/dealer emails to elevate customer experience further. This level of personalization fostered stronger brand loyalty and increased customer satisfaction.
• Finally, to empower advisors with a holistic view of their clients, we developed a Lightning-based solution. This intuitive interface provided access to comprehensive customer information, enabling advisors to make informed decisions and deliver exceptional service.

The Impact

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

• Empowered agents with a 30% productivity boost through streamlined processes and a comprehensive 360-degree customer view, leading to improved response times, higher customer satisfaction, and stronger customer relationships.
• Delivered highly personalized customer experiences, resulting in a 10-15% increase in click-through rates
• Drove revenue growth through increased upsell opportunities and proactive customer service
• As an additional value, onboarding time for new brokers on the new marketing platform reduced by 25%. This accelerated onboarding process improved client positioning by enabling brokers to respond promptly to client inquiries and provide timely solutions