Communications and Fintech - Part 2: Quantifying Customer Engagement
June 21, 2020
by Joe Vaccarella and Indy Sarker
Customer and service provider dynamics are evolving and as a result, so must the way in
which firms evaluate the customer experience. Companies are beginning to enact long-term
remote working practices and with the right tools in place, the customer experience can
be analyzed, quantified, and improved over time to ensure workflows are always at
Why Numbers Matter
Quantifying customer engagement with clean data in a secure environment with a
user-friendly and modern interface was the genesis of the Omnigage platform. Omnigage’s
partnership with ANALEC provides the broker-dealers and investment research service
providers with an added layer of security and quality control on their client engagement
activities. Numbers always tell a story. Converting interactions with clients into
data-points and triggers allows far effective follow-up and greater levels of accuracy
in meeting customer needs and aspirations over time. Incorporating these data-driven
insights into strategies allows firms to turn intel into action and proactively address
Through data and machine learning capabilities, a good multi-channel communications
platform can suggest and create customer engagement campaigns that fit workflows and
provide significant bespoke content delivery to enrich the client servicing experience.
Smart analytics and consumer preferences are a key facet of Omnigage that gradually
enhance its intelligence.
Quantifiable data not only creates more opportunities for the customer and service
provider, but it helps foster more personalized relationships.
The Ultimate Customer Experience
Deciphering the "ultimate customer experience" can be tricky under current circumstances,
but Omnigage and ANALEC make it simple. ANALEC’s proactive management reporting and
ability to tag conversations with relevant insights and inferences paired with
Omnigage’s best call times and granular metrics offer a best-in-class service that fully
understands the scope of any customer's needs.
For instance, the Corporate Access process has historically been driven by in-person
meetings coordinated by major banks that connect institutional investors with corporate
management teams. With these events occurring in a virtual-only environment the past
three months, data can illustrate which communication tools are being enacted, how long
they are being used, and what facets of these tools may need to be improved so that the
overall experience is more personable and efficient.
Our Bigger Picture
Customer engagement dynamics will continue to evolve as companies gravitate towards
long-term remote working conditions in a post-COVID environment. Blast messaging, SMS,
email, webinars, and other methods of digital communication will become integral parts
of the daily workflows.
As workflows and habits evolve, so will the data. The firms that take a hard look at the
details these data insights provide are those that will prosper in this increasingly
remote and digital ecosystem that will undoubtedly become the new normal.