The PBM campaign platform allows for the fast and flexible rollout of campaigns with personalised customer contact:
The recruiting efficiency at banks is often not at the desired level due to the large number of missed opportunities and the heterogeneous process between the initial interview and follow-up interviews. Optimising the recruiting process can increase the hiring rate, create personalised communication that is appreciated and a feeling of well-being and certainty in the applicant.
During the applicant journey, continuous personalisation is achieved in three stages. First, the applicant receives a personalised e-mail with conversion to the landing page as the target. The personalised landing page, which includes a video, displays the information from the job interview in a targeted manner. The applicant can see that the bank has understood their needs and objectives for their professional future. In the end, the applicant has all the necessary information for the second interview, feels they have been understood and taken seriously and makes a decision about the job.
The personalisation elements include gender, age, name, professional field, professional specialisations, mention and insertion of their desired position, reference to their professional experience, the addition of their career goals and miscellaneous data.
Personalisation serves as a trust element through brand insertion and fosters the applicant’s attention through personalised contact and by recognising their skills, desires and goals. They find themselves in their current situation and feel as though they are understood and taken seriously. The chances of the applicant accepting the position have become much higher as a result.
The ever-increasing digitalisation and the corresponding trend towards digital processing of financial transactions are having a massive impact on bank communications. Banks are being forced to optimise processes by using digital self-services. Furthermore, consultants have less time to communicate with customers and personalised recommendations suffer due to the amount of time needed for manual research. At the same time, customers are becoming increasingly aware of costs – in part due to comparison portals being heavily marketed. This leads to a decrease in institutional ties and makes it easier for customers to switch banks.
Personalised communication is achieved through the interaction of various components such as partner data/CRM, marketing automation, data warehouse and/or data lake as well as the content management system. The PBM media engine is used to prepare personalised assets and cross-channel presentation. The following are potential specific approaches for private customers:
For existing customers:
For new customers:
These come in many different formats – for example, by post, web or over mobile devices – which can be combined as desired. Even personalised videos are an option.
PBM shows its strengths with a multi-stage sales process involving different products and sales partners. An example of this would be a primary bank selling the investment products of various capital management or insurance companies.
PBM enables a continuous and personalised customer journey across all of the bank’s communication channels (harmonisation of touch points). The personalised approach increases customer loyalty as the bank has a closer relationship with their customers and can react promptly and accordingly. This means cross and up-selling potential can be better leveraged. The data-driven approach reduces the amount of manual research required. Personalised offers can be made with direct closing (in accordance with regulatory requirements) and terminations are reduced – even during the onboarding process. Additional added value is also generated through the introduction of partner products, for example, white labelling of investment or pension plans.
Few other areas combine opposites as well as private wealth and asset management. On the one hand, the stock markets are characterised by high volatility and thus often by uncertainty, while on the other hand, a wealthy private customer or institutional investor, for example, expects continuity and long-term orientation. A hybrid, coordinated form of communication has been proven to work. Customers in market segment require a personal approach and mass affluent campaigns are not a suitable basis for communication. Monitoring complex portfolios and developing personalised recommendations with a suitable approach is time-consuming. There is also little time for communication with existing customers.
The expansion of digital personalisation options for current customer care creates a wide range of added values and potential: a promising entry into PBM solutions. The digital repertoire of possibilities in this segment can be presented. Personalised videos in particular, in combination with personal support, create a high-level user experience. Customers are addressed digitally in a holistic manner, market developments are individually condensed into relevant options and continuously communicated via the preferred channels. Whether by traditional post, web, mobile or audio-visual, the customer is contacted via digital agents such as Alexa. Hyper-personalisation can be applied in all facets due to the wide range of customers here.
For existing customers:
For new customers:
These come in many different formats – for example, by post, web or over mobile devices – which can be combined as desired. Personalised videos based on PBM are already used by large international investment companies.
PBM can provide a hybrid communication concept with optimal support. The harmonisation of personal support in combination with the digital approach ensures a high-level of customer satisfaction. Taking into account the various factors influencing a complex customer mandate generates a high amount of added value. PBM enables you to have personalised communication in real time. This allows the necessary decisions to be initiated quickly with the customer – even during the final stages of communication, the bank becomes an even more active investment manager.
Pension insurance plans have heterogeneous target groups that wish to be addressed with different messages in different ways to meet their needs, goals and desires.
A campaign platform can be used to make the same plan available to different people.
On the one hand, a campaign can be created that targets higher earners and aims to close the pension gap, which is more in line with higher incomes. This campaign can also point out tax advantages and should, therefore, appear reputable and convey exclusivity. It also addresses people who have received a large lump-sum payment from a life insurance policy or similar and are elderly. Over time, a customer’s preference may change from receiving a lump-sum payment to regular pension payments. This is an opportunity to meet such needs and to be proactive in informing the customer of their options. Special payments or pension insurance with one-off payments are suitable for this. Security and a peaceful retirement can play a role in this target group-specific approach. Using the post would be suitable approach for this target group
Another target group are parents who are already thinking about their children’s distant future and would like to secure their futures through pension insurance. As an example, part of the child tax benefit can be used for this purpose. Traditional family values and ideas of happy children and parents would be suitable themes for this approach. A video address is suitable for conveying the corresponding emotions.
Those who have recently begun their careers and have just finished their training or completed their studies need to close their future pension gap. Demographic developments have increased the need for this, while at the same time, the chance of profiting from the compound interest effect at an early stage is decreasing. If there is already an existing contract, this group can adjust the premiums upwards or draft a new contract for their old-age pension. Addressing this target group via app or landing page is suitable for their age group’s digital communication needs.
This means that a personalised customer approach can be generated from the various channels, from a letter, to a landing page, to a video or WhatsApp message, taking into account their gender, age, professional status and other parameters. This significantly increases the probability that the persons addressed react.
A large proportion of customer communication in the statutory health insurance sector is not about content that is typically associated with marketing. Members would like to receive information about support offers, care services or other services even when they are in good health. The compliance of members and policy holders often determines the success of such information campaigns. If the addressee is not lumped together with the masses, but is addressed individually – according to the profile information stored in the system – awareness of, interest in and therefore the success of the company is increased in the long term.
Targeted customer contact improves compliance, awareness, interest and therefore success.
Contact is personalised both visually and in terms of content using various media and leads the recipient to a specific communication process that fits their profile. Anything from a cover letter to a tailored video can be used to address customers according to their needs. Contact is created with minimal effort that not only improves the outcome, but also optimises the upstream marketing and campaign processes.
A benefit that is two-fold: improved and tailored customer and member contact with automated and optimised information provision.
A generic letter does not provide new members with any added-value or create a customer experience during the onboarding customer journey in the healthcare industry. As a result, the opportunities for positioning health services and direct activation for digital offerings are missed. The creation of a special customer experience with a personalised and resonant sales approach and digital renewal is important for making the new member enthusiastic right from the start. This helps to achieve important strategic goals, such as electronic advertising permission, subscriptions to newsletters, registration on online portals and apps and the use of prevention services.
A special customer experience helps to achieve important strategic goals.
The first step is a cover letter in various formats that has been personalised in terms of visuals and content, for example, customer contact by e-mail or flyer that leads to a personal landing page. This is personalised with multimedia and can be accessed on all end devices. Finally, individual responses and transactions tailored to the recipient are triggered.
Personalisation takes into account age, gender, place of residence, professional status, marital status, day of the week and time of day, among other factors. This information is reflected, for example, in the method of contact, in offer and service modules, recommendations for action and the dialogue offer.
The customer is enthusiastic and feels that the company is modern and professional and pays attention to the fine details. This creates the basis for trust.
In the statutory health insurance sector, a large proportion of customer communication is not about content that is typically associated with marketing. Members would like to receive information about support offers, care services or other services even when they are in good health. The compliance of members and insured persons often determines the success of such information campaigns. If the addressee is not lumped together with the masses, but is addressed individually – according to the profile information stored in the system – awareness of, interest in and therefore the success of the company is increased in the long term.
Targeted customer contact improves compliance, awareness, interest and therefore success.
Visually and in terms of content, contact is personalised using various media and leads the recipient to a specific communication process that fits their profile. A cover letter and a tailored video allows customers to be addressed according to their needs. With minimal effort, targeted contact is created that not only improves the outcome, but also optimises the upstream marketing and campaign processes.
A benefit in two senses: improved and tailored customer and member contact with automated and optimised information provision.
There is no website or brochure which can replace a personal meeting to talk about your goals and topics. We are looking forward to an appointment on site.
CEO adesso experience GmbH Ralf Pisper ralf@personal-business-machine.com
