Consumers willingly disclose personal information in exchange for perceived value. For example, if a parent has a sick child, they are happy to provide an online resource with specifics to receive medical advice. This same principle applies to finance. Studies show that 78 percent of Americans would welcome financial advice, and more than 50 percent consider their financial institution a trusted source. Consumers will happily provide information in exchange for help achieving their financial goals.
Ways FIs can gather self-disclosed information include:
- Self-service financial planning solutions provide a rich source of self-reported data that helps the banker understand the consumer’s financial goals, cash flow, and need complexity. Armed with these insights, bankers have the ability to guide a customer in achieving or modifying their goals.
- Intelligent questionnaires and surveys collect additional information to understand intent, learn more about financial needs, and resolve issues creating a barrier to fulfillment. Unlike static surveys, intelligent questionnaires deploy next best questions based on the answers to prior questions. In this way, the solution asks relevant questions, gathers the most useful answers, targets consumer needs, and removes frustrations and barriers.
- Consumer lead information is captured when a digital sensory pause is detected. For example, if a user visits a specific product page and the inactivity time exceeds a configured threshold, the solution presents the prospect with an opportunity to enter a name, email, phone number, and preferred communication channel to receive additional information or follow-up engagement.
- In addition to digital data gathering, human interaction provides a wealth of lead generation data. Online appointment scheduling capability provides a convenient way for a customer to schedule time to meet with a banker at a location of the customer’s choosing. Based on the topic noted in the appointment, the solution creates a lead, and the banker prepares appropriate material for discussion. After the meeting, the banker dispositions the lead by opening an account, creating a pipeline entry for follow-up, or noting next steps such as referral routing.
For more information, download the “Acquisition and Customer Relationship Expansion” interview with David Engebos, President and COO of ARGO.