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Building Profitable Cross-Channel Customer Relationships in Financial Services


For financial services marketers, the challenge is two-fold. One, marketers need to increase their understanding of customer preferences and behavior across channels, from the website to call centers to physical offices and mobile devices. Two, they need to use those insights to deliver a rewarding and personalized cross-channel customer experience and take advantage of every interaction to deepen engagement.

This white paper explores the fast-changing customer relationship landscape in financial services. It outlines strategies and technologies that financial services marketers can use to better understand customers and market effectively across
traditional and digital channels, with sections on:
.     Inbound marketing
.     Event-based marketing
.     Digital marketing and personalized retargeting
.     Web analytics
.     Mobile and social channels
.     Customer lifecycle management

Tags : ibm, customer relationships, crm, customer relationship management, social media, financial services, data, crm & customer care
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Published:  Oct 24, 2012
Type:  White Paper