Driving Growth Through Omni-Channel Acquisition

For many banks, the primary objectives of financial marketing remain the same: acquire new customers, retain and grow share of wallet for current customers, protect and grow brand equity, and manage customer satisfaction. However, customer expectations and behaviors are rapidly changing, forcing banks to adapt or be left behind. The expectation for relevant and timely engagement in a customer’s channel of choice makes it crucial for banks’ engagement models to execute in an Omni-delivery world.

Banks operating in an Omni-channel landscape often ask, “How can we evolve to detect needs, engage, acquire new customers, expand relationships, and listen to feedback?” The answer: A top-tier Omni-delivery solution.

Growing Revenue Through Customer Acquisition

Successful acquisition strategies are characterized by early needs identification and creating relevant and personalized engagement to meet those needs. This can be accomplished by prioritizing an Omni-channel acquisition model that blends automation and staff to optimize resources, engage consumers through their preferred channels, and expand revenue. Additionally, strong solutions can detect prospects earlier in the consumer journey, measuring their opportunity value and responding with timely and relevant content.

Unlocking Opportunities with Lead Generation

Solutions leveraging intelligent lead generation (ILG) can reach and convert opportunities through digital channels. Some key ILG features that banks should consider include:

• Digital sensory technology that detects website visitors
• Quantifying interest and propensity based on website behavior
• Deploying campaigns using population and segmentation selection
• Employing communication strategies to influence, nudge, and follow up with prospects and leads.

Banks can measure results through improved acquisition, reduced abandonment, increased revenue, and reduced labor costs.

Fostering Growth Through Sales Management Tools

Sales and sales performance management (SPM) strengthen a bank’s growth. Providing branch and contact center staff with effective tools to help them close on prospects is crucial. SPM assists banks in improving sales through analysis of sales data, goal setting, and sales activity tracking. Other key elements for SPM tools include:

• Staff accountability through goals and progress tracking
• Ensuring follow-up on high-value leads such as referrals and scheduled appointments
• Increasing lead generation based on prospect and customer needs sourced from staff and digital contact
• Improving sales campaigns to targeted leads, deployed through digital, staff, or a blended channel approach

SPM plays a significant role in increasing sales productivity, improving forecasting, and motivating sales teams.

Staying competitive in today’s fast-moving environment requires banks to modernize their acquisition strategies with Omni-channel delivery, intelligent lead generation, and effective sales performance management tools. These solutions enhance customer engagement and drive measurable growth. By meeting customers where they are and addressing their unique needs, banks can turn acquisition into a revenue generator.

Download this brief to learn how financial institutions can engage customers and generate growth in an Omni-delivery world.