Customer Diversity

Celebrate the Individual

Financial Services providers are expected to treat every customer uniquely and meet their specific needs. In the branch, a good advisor automatically takes care of this and assesses the individual with a few targeted questions. In the online world, this process is often not reflected. However, your customers have different backgrounds, different interests and different goals. A successful eBusiness initiative will be aimed at the individual visitor and not a brochure-experience.

Concentrating on the customer needs rather than the internal structure enables Financial Services organizations to improve cross selling initiatives dramatically. Creating relations between products and offers and presenting these in targeted communication – be it content, banners or mails - is one of the key attention points for the coming year.

Forrester Case Study: BBVA Tú Cuentas
Forrester Wave for External Sites, Q2 '09
Personalization white paper
Making Email Marketing Deliver white paper
SDL SmartTarget product brief
Audience Manager product brief
Communication Statistics product brief
Profiling & Personalization product brief

SDL helps you manage this challenge

SDL Tridion allows your business professionals to create content themselves and thus opens a direct channel to the online audience.
SDL BluePrinting BluePrinting is a unique technology for the fast creation of microsites for targeted audiences, such as student portals.
SDL Audience Manager Audience Manager pulls together information from a number of different sources, so that all your customer information is available to be used for personalization and targeting.
SDL Taxonomies allow you to classify your content and offer whole new, intelligent navigation options such as drill-downs and tagclouds – offering customers to determine their navigation path.
SDL SmartTarget uses sophisticated methods for personalization and targeting. It allows your marketers to manage campaigns with on-the-spot messages to get the most out of cross and upsell campaigns.
SDL WebForms is the key for your online interaction needs and puts business users in charge of form creation – the simplest way to gather explicit customer data.
SDL Translation Manager takes care of translations for you and is seamlessly integrated with the SDL Translation Memory System, ensuring that your translation cost are kept to a bare minimum.
SDL Outbound Email ensures that all the above is reflected consistently across your direct Email communication and ties back into SDL Audience Manager and SDL SmartTarget: Closed Loop Marketing made simple.
SDL TriDoc is your bridge to the print channel and allows you to send personalized direct mails which are in sync with your online campaigns.