Many financial services companies are looking to accelerate their digital transformation to provide a better customer experience and increase sales and revenue. In fact, our Asset Management Digital Marketing Survey showed that a large percentage of asset managers were planning on increasing their digital investment this year.
The problem is, while modern customers are expecting an enhanced, digital-first experience, most customer experience platforms currently on the market aren’t tailored for financial services. This means that, traditionally, financial services companies had to make significant investments in both time and money to have a platform custom-built for their needs.
However, in the modern age where clients and internal sales and marketing teams are expecting to receive information faster than ever before, financial services companies need a digital experience management platform, or DXM, that can be implemented quickly and effortlessly, while still catering for the complex regulatory landscape in which these firms operate.
The right DXM platform can be an invaluable tool in moving your firm towards digital maturity. But how do you ensure you choose a platform that will meet all your needs?
We’ve made a list of four key characteristics to look out for to ensure the DXM you choose is up to scratch.
1. A single platform to drive your website and marketing content
When choosing a DXM provider you should choose one that allows you to run your website, post sales experiences, sales portals, marketing documents and sales presentations off a single content and data platform.
Running your fund marketing and sales activities on a single platform will not only save you time as data will be shared seamlessly between modules – allowing you, for example, to update your marketing documents and website simultaneously – it will also increase compliance and reduce room for error and discrepancies as information only has to be stored and updated in one central location.
2. Deep marketing analytics
Data-driven marketing has become a bit of a buzzword of late and organisations around the globe are thinking of ways they can use data to personalise their marketing efforts, deliver a better customer experience and generate more, high-quality leads.
In fact, in the report Mind the Data Gap: 2019 Data-Driven Marketing and Advertising Outlook, produced by Adweek Branded in collaboration with Dun & Bradstreet, it is stated that 90% of B2B marketers globally strongly agreed (62%) or agreed (32%) that greater use of data and analytics is changing how they approach advertising and marketing.
The financial services industry is no different – in our latest Asset Management Digital Marketing Survey, 45% of respondents said that data-driven marketing would be a priority for their marketing departments in 2019.
But data driven-marketing is near impossible without the right technology on your side. This means that, when choosing a DXM platform, you need to make sure it’ll be able to provide you with the deep marketing analytics you require to become a true digital leader.
3. Low/no-code functionality
Traditionally fund websites and new product pages had to be created by developers on your behalf – which meant months of back and forth communication between you and your development team before the desired website was finally ready to go live.
This process was time consuming and meant that your sales and marketing teams often had to wait months before they could start selling new products, with an unavoidable negative impact on your firm’s sales and revenue.
Luckily there now is another option. When choosing a DXM look for a platform with a low code/codeless user interface where you can build beautiful experiences, with drag and drop functionality and that integrates with all the marketing cloud and translation services you already use. With this functionality your marketing team can build pages for new products themselves – getting projects out quicker and giving your sales teams more time to sell.
4. Cloud-first platform
Crucially, when choosing your DXM, you must look for a cloud-first approach that satisfies and observes the financial services industry’s stringent requirements for security, resilience, back–up and disaster recovery.
Furthermore, you need serverless infrastructure that auto-scales, is constantly self-monitoring, and satisfies the need of technology departments that requires access to log, audits and infrastructure monitoring.
In launching the next release of our platform, Kurtosys is bringing to market a DXM platform that will cater to all of these requirements and more, based on our over 20 years of in-depth experience working in financial services. We feel we are bringing a technology that can give our customers an agile, user friendly and rapid response platform for transforming their client servicing capabilities without the need for large, labour intensive implementation projects.
For more information on the Kurtosys DXM and its expected launch date, keep an eye on our blog where regular updates will be posted.