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How FS firms can get ahead in today’s digital-first environment

Source: Finance Derivative

By Winnie Palmer, EMEA Head of Marketing, Seismic

The number of wealthy individuals is steadily on the rise. What’s more, 63% of the global population is now under the age of 40. Amidst these demographic shifts, many people will likely be involved in a considerable transfer of wealth over the coming years.

The next two decades will see approximately $70 trillion transferred between generations in North America alone. The global figure will be significantly higher, as Europe and Asia are both expected to be dealing with equally staggering amounts. It’s clear that the scale of the great wealth transfer will be enormous, totalling the market capitalisation of Amazon 17 times over or the entire annual Chinese economy.

However, the transfer of wealth isn’t a simple process. Although this trend will present major opportunities for the wealth management industry, dealing with a younger generation of customers from various different countries and cultures will pose certain challenges. The vast majority of ultra-high-net-worth (UHNW) individuals and families struggle with effectively transferring wealth and responsibilities. Therefore, wealth advisors’ ability to reach beyond the family figurehead, to develop a relationship and understanding with other family members, will be a vital competitive advantage.

But the question is, how can financial services (FS) firms start preparing today to take advantage of the looming great wealth transfer?

Preparing wealth managers for the next generation of customers

Over the coming years, enabling wealth management teams to deliver engaging, meaningful, and differentiated client experiences – regardless of their geographies, languages spoken, level of experience, or job function – will be key to success. Only then will FS firms be able to build trust with the younger generation of customers in an increasingly competitive digital landscape.

Central to this strategy will be implementing technologies that create an end-to-end enablement ecosystem – connecting and leveraging data, systems, and people to deliver entirely differentiated client experiences. The fact is more people are engaging with advisors through digital experiences. Without the right tools to enable and empower wealth managers, these digital interactions can easily seem insincere and soulless.

Ultimately, success in wealth management is all about selling trust. An advisor’s role is to inform clients about market developments and how the industry is likely to evolve in the future. It’s essential that customers can trust financial advisors to manage their wealth and families, more specifically the transfer of wealth to their children. Indeed, the two main requirements of the modern FS client are to make sure they trust those managing their wealth, and that those advisors have the knowledge and expertise to handle it effectively.

They need and expect to have access to a future-proofed wealth management solution, not an outdated model. That’s why experience and behaviour are so important for advisors and where enablement comes into play.

The age of the digital nomad

We know that the modern generation of wealth management clients are much more accustomed to digital experiences. They are mobile and socially savvy, requiring financial advisors to be capable of interacting across digital platforms while still accommodating in-person meetings as required. What’s more, this demographic is more likely to use self-service whenever possible. Digital platforms and mobile phones are channels through which they learn about the topics they’re interested in.
For this reason, FS firms are looking towards social media to prospect for new customers. However, while younger clients may be interested in such an offer, they are less likely to welcome direct communications such as a phone call. Their preference is to educate themselves with the content that’s available to them and conduct their own independent research to decide whether an offering is right for them, in their own time.

There’s also a demand from this new generation for experiences that are tailored to them whenever they interact with an FS firm. The days of generic 30-page documents are over. To be effective, financial advisors must expertly communicate relevant information that matches a prospect’s specific needs and circumstances.

Enable, engage, improve

Enablement technology is empowering FS firms to deliver the level of personalised experiences that are now expected. Deploying enablement solutions is the most effective way for firms to earn and maintain trust at scale.

First, firms must enable financial advisors and relationship managers to be more productive quicker. Enablement solutions that provide training and scenario-specific playbooks will help them chart a course through complex selling situations. FS firms can also leverage data-rich content automation to deliver maximum speed and efficiency, freeing up advisors to focus on more important client services.

The next step is engagement. Engaging clients throughout the buying cycle and across multiple digital channels in a way that stands out from the competition and is completely tailored to the prospect’s individual needs is vital. Finally, firms must arm their personnel with technology that collects valuable real-time data insights, in turn empowering financial advisors to continuously improve, adapt, and win.

This is an ongoing process that the most successful, forward-thinking firms are already implementing. Enablement strategies underpinned by technologies are dramatically enhancing efficiency and allowing for more time with clients in order to better service their needs, all while maintaining full compliance.

Technology is the way to win. Either start small and grow or go big and take it to the next level. Whatever the approach, it’s critical that FS firms understand strategic priorities within the limitations of their business.

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Business

Total Experience in Insurance

Source: Finance Derivative
Author: Monica Hovsepian, Global Industry Strategist for Financial Services, OpenText

While the insurance industry might be undergoing major changes driven by technology, the end goal remains much the same. Improving the customer and employee experience has been the priority for the industry ever since the digital transformation got underway.

Obviously, financial metrics are the true bottom line, as ever in business. But, as ITT President Harold Geneen put it so sagely, ‘in the business world, everyone is paid in two coins: cash and experience. Take the experience first; the cash will come later.’

Geneen was speaking in a different age, when the word ‘experience’ was used in a slightly different way. But his insight is just as important today. Getting digital experiences right – for both customers and employees – is critical to the overall business success of companies within the insurance industry.

McKinsey has highlighted this, reporting that many insurers are struggling to effectively respond to their customers’ demands for a better digital experience. They’re hampered by legacy information systems that are inadequate for modern purposes. On the other side of the counter, those outdated systems are making it hard for insurance employees to do their jobs to the best of their ability; 70% of employees in the sector have more work to do than they have time for.

Eradicating these frustrations is therefore a business-critical priority for insurers going forward. The customer experience (CX) and the employee experience (EX) must be addressed and optimised simultaneously, requiring a focus on balancing back-office optimisation and customer-facing excellence.

As these two facets become increasingly linked, it can be more useful for insurers to think of it in a singular term, approaching the task by building a total experience (TX) business strategy to differentiate themselves in a fiercely competitive and dynamic market.

Transforming the way customer data is managed

McKinsey also has some stats to back up the importance of managing CX effectively in this new digital age: companies that do so typically see a 20% improvement in customer satisfaction, a 15% increase in sales conversion, a 30% lower cost-to-serve and a 30% increase in employee engagement.

Getting to those benefits involves transforming the way you manage your customer data to make it more efficient and agile. At its core, this is about being able to understand your customers better so you can make better business decisions and deliver greater satisfaction. This can be achieved by leveraging modern information platforms to streamline internal systems and bring all important data into a single ‘pane-of-glass’ 360-degree customer view.

The EX component of TX comes in here too, as the kind of technology that achieves that 360-degree view makes things much easier for employees, and gives them readily-available insights they can then use to elevate the experiences they offer to customers, including joined-up interactions and personalised service and engagement.

Finding harmony across the channel mix

Once the foundations of the 360-degree view is in place, insurance companies can begin to build out the seamless experience demanded by customers across the mix of different channels, including websites and applications, over the phone or in-person services.

As an example, modern technology can facilitate self-service tools, to add convenience for customers and decrease the burden on employees, allowing them to focus on delivering more strategic, valuable engagements elsewhere.

To touch on the ongoing topic du jour, there are also many demonstrable use cases for AI in insurance already. Combined with analytics, it can be used to help reduce information overload and optimise customer experiences, by giving support teams with AI-driven intelligence to anticipate the next-best action, next-best offer, and next-best channel to engage customers with.  Furthermore, AI can be utilised to empower employees to engage with customers by writing relevant communications, by summarising claim documentations to expedite decisions.

The Future of Total Experience

As economic turbulence continues, insurers are heavily focused on operational efficiency. As a strategy that harmonises customer experience excellence and streamlined back-end operations, total experience offers more than just another buzzword in the digital age. Gartner states that ‘Improving the customer experience (CX) ranked higher in the survey this year than more strategic focuses, such as growing revenue or new products/services development to support transformation.’

TX can be key to driving success through benefits such as:

  • Building lifetime relationships with customers by providing rich, relevant, and targeted communications across all channels
  • Empowering and engaging employees by ensuring they have the most current and relevant information across critical business systems with a single source of customer truth
  • Making better business decisions by leveraging AI to deliver actionable insights to employees.

Geneen talked about taking the experience first, with the financial success to follow. In today’s new environment of digital insurance, creating the right experience first is what will lead to long-term success. That involves both end customers and the employees that are responsible for serving them. By leveraging technology to offer cohesive and integrated solutions for both employee and customer experiences, insurance companies can ride the wave of change currently washing over the industry and come out the other side on top.

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Business

AI in Investment: A Guide for Asset Managers

Source: Finance derivative

Giacomo Barigazzi ,Co-founder, Axyon AI

In today’s dynamic investment landscape, the race to harness new technologies for a competitive advantage is more fierce than ever. For those in the asset management sector, embracing innovation isn’t just a choice—it’s a necessity to stay ahead in the relentless pursuit of investment opportunities.

The bedrock of investment management has always been grounded in exhaustive research and due diligence. However, the rapid evolution of technology mandates a shift in strategy. Now, it’s critical for leaders in this space to not just familiarise themselves with, but to fully integrate advanced technologies such as artificial intelligence (AI) and machine learning (ML) into their processes.

Exploring the Varieties of AI in Asset Management

It’s essential for asset managers to recognise the specific AI technologies available to them, as this understanding can greatly influence their approach to investment strategy. Broadly speaking, AI in asset management can be categorised into generative and predictive models, each with distinct capabilities and applications.

Generative AI, powered by advanced machine learning techniques, is designed to produce new data that mimic real-world information, such as text, images, and more. This technology is especially useful for creating realistic and diverse datasets, enhancing personalisation, and improving the accessibility of financial services. For asset managers, generative AI can play a crucial role in developing innovative solutions and strategies by generating novel insights and scenarios.

On the other hand, Predictive AI focuses on analysing historical data to forecast future trends and patterns. This aspect of AI is invaluable for asset managers aiming to anticipate market movements and adjust their strategies accordingly. The predictive capabilities of AI provide a strategic edge by enabling more informed decision-making and risk assessment.

For asset managers intent on leveraging AI to enhance their operations, distinguishing between these AI types is a fundamental step. By adopting the appropriate AI technologies, they can significantly improve client outcomes, operational efficiencies, and, ultimately, investment performance.

Creating a personalised client experience

Improved performance is not the only advantage AI brings to asset management; it significantly enhances the client experience by enabling the development of personalised services. For clients, generative AI tools like chatbots and virtual assistants establish a continuous support system that provides instant responses to queries, as well as up-to-date insights on market developments and portfolio adjustments.

A heightened level of personalisation throughout the investment journey ensures clients are not just satisfied but also better informed – a dynamic which undoubtedly fosters greater human relationships in the industry.

Strategic considerations for asset managers

As the widespread adoption of AI in the financial services sector continues to materialise, asset managers face a crucial task in nailing down the right WealthTech solution. It’s not just about adoption; it’s about making strategic choices.

Ultimately, companies expect to see a strong ROI after adopting an AI solution. Only by making a well-informed choice will they see the expected tangible impact of AI in asset management. A lack of due diligence in the procurement process risks introducing a solution that is both ineffective and disruptive.

Integration is key. AI solutions should align seamlessly with existing systems to avoid unwanted disruption to day-to-day operations. Therefore, choosing a provider that is ready to provide extensive training to support a smooth assimilation into operations should also be a priority for management.

There is an element of self-assessment required in the decision-making process. By recognising areas in a firm that require enhancement and understanding the specific value offered by each AI solution, leaders will be best positioned to identify a product that will bring significant improvements in targeted areas.

With a sea of options available in 2024, selecting an AI solution demands thoughtful consideration. Managers need to assess how each aligns with their investment strategy and delivers results. Consulting with experts and analysing case studies from similar businesses equips managers with valuable insights for informed decision-making.

AI as an empowerment tool

While AI will be a revolutionary tool in the asset management industry that will drive efficiency and innovation, it is not intended to replace the human touch. The technology should be viewed as a tool that empowers asset managers to focus on high-value work of greater importance to clients.

AI’s transition from a nascent curiosity to an integral business tool underscores a pivotal shift in industry dynamics. Asset managers who are slow to adopt these technologies risk falling behind in a market that’s increasingly influenced by AI’s capabilities. By contrast, those dedicated to swiftly and responsibly adopting this technology will likely be rewarded with an extra edge in performance.

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Business

BALANCING ACT: HOW A MULTICHANNEL APPROACH TO COMMUNICATIONS CAN DRIVE ENGAGEMENT 

Source: Finance Derivative

Tom Rahder, from Esendex, discusses how digitisation, and use of mobile messaging has transformed the banking industry, and where it can go from here. 

Barely a week goes by that we don’t see reports of banks closing more of their branches. 

And while they might come under fire for it at times, these closures reflect the fundamental shift in how we do banking today. 

Covid accelerated the change, of course – but digitisation of financial services had been happening for a long time. The rise of online-only challenger banks, and a growing number of ways to manage our finances online, has meant that the local high street branch has become redundant for many people. Young people in particular may never step foot in one because they have no need to: they can do everything from an app on their phone instead.

Most of us don’t think twice about using self-serve and/or automated digital tools for straightforward transactions, like transferring money between accounts. 

But our research also suggests that nearly 70% of those experiencing financial difficulties would rather manage their own repayment plan rather than have an ‘unpleasant’ conversation, and almost two-fifths would opt for an automated service over speaking to a human. So, far from being ‘second best’, an automated environment can provide the privacy people need to address complex challenges they’d once shied away from.

It goes without saying that any branch closures must be sensitively handled and communicated to ensure that the customers who still rely on them, many of whom may be elderly, disabled or vulnerable, aren’t left behind. 

To their credit, most banks recognise this, and will point people to nearby branches, set up pop-up counters in public places, and remind them that the Post Office is available for everyday banking. They also offer free digital skills training courses to empower customers to manage their finances in a fast, secure and convenient way. 

Unlocking the value of multichannel communications 

The reason why so many customers prefer to self-serve is largely down to the range and quality of communications available today. 

Forward-thinking firms recognise that choosing the right channels is critical if they want to deliver outstanding experiences in a competitive sector. 

A multichannel strategy doesn’t mean introducing as many channels as possible but meeting customers where they are, and continually monitoring the effectiveness of all your communications. It means balancing ease and convenience with security, and understanding how different channels drive actions – whether it be a clear and direct SMS for two-factor authentication, or WhatsApp messaging for dialogue.

The financial services sector, like any other, is impacted by wider consumer trends, so we’ve seen a big uptake of WhatsApp for Business messaging recently. It’s a channel that most people are already active on and feel comfortable with – so they are usually more likely to engage with banks, building societies and other lenders that offer it.

The good thing about WhatsApp is that it allows contact centre teams to manage multiple conversations at once, so people don’t have to endure long waiting times to speak to someone on the phone. It can also bring down the cost-to-serve, and free up staff to support customers who need it, including those who can’t easily access a branch. 

Two-way messaging, available via SMS and chat too, helps customers to feel listened to and deepens their connection with a business. They can discuss their issue and come to a resolution in a way that is most convenient for them, and have a written record for reference.

Looking ahead

As mentioned before, consumer demands are changing all the time – the challenge is keeping up. Fortunately, there is a growing number of APIs that plug your business messaging platform, allowing you to build on your capabilities with services such as RCS Messaging (Rich Communication Services Messaging). This interactive content, which can include videos and audio, is a powerful way to reach people via their SMS inbox.

Sometimes, we’re thrown a curveball – for example, reports that Gen-Z is shunning smartphones in favour of ‘dumbphones’. 

Whether this trend takes off remains to be seen; what’s important is that organisations in all sectors are able to accurately track metrics like open rates and ROI. It also reminds us that the ubiquitous SMS, with its open rate of 98%, remains as relevant today as ever. 

Last but not least, don’t be afraid to ask them exactly what they want too, rather than waiting for them to switch off and go elsewhere. A quick-fire SMS survey is a good way to gauge opinion and track trends over time, so you can invest in the channels that will deliver the most value to both your customers and the business. 

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