Digital consumers are 60 percent through the buying process before they engage with a financial institution (FI). As digital usage continues to increase, the face-to-face model that FIs relied on to engage customers has become less prevalent. In today’s market, many institutions are turning to digital sensory technology that can “listen” for intent and proactively engage customers early in their journey.
Tools such as sensory detectors listen and track how customers use their FI’s website, assessing factors like website navigation and time on page. These insights predict issues customers are facing and enable institutions to be proactive in resolving them. FIs that combine sensory listening, gathered customer data and intelligent decisioning to analyze customer behavior and needs can provide the best response through their digital or physical channels.
Intelligent lead generation (ILG) is a prime example of sensory listening by making strategic use of digital channels to engage consumers. The process begins with customer or prospect engagement early in the journey (awareness and consideration stages), where consumers often make purchase decisions. By leveraging detected and self-reported information, ILG solutions, like ARGO Connects, detect and track prospects early and throughout the journey while analytics help quantify intent and propensity to purchase (PTP).
By collecting user identity from sensory detectors and prompted self-disclosure, financial institutions can gain strong prospect insights that position them to deliver relevant engagement based on PTP and segmentation.
For instance, if two consumers visit a bank’s website, analytics can detect and measure both users’ navigation for interest and intent. If one person visits a general product page and remains there for 10 seconds, they receive a lower PTP score. In contrast, a visitor who navigates a specific product page for 10 minutes and reviews pricing information will have a much higher propensity to purchase.
Suppose two other visitors also have high PTP scores. One might be a recent college graduate interested in debt management, and the other a new retiree seeking wealth management planning. Based on their preferences, needs and opportunity value, intelligent decisioning routes these customers through digital or staff channels and engages them with targeted offers and resources.
For more information, download our interview document “Actively Detecting Customer Needs.”