Reducing the costs of customer acquisition and proving the ROI of marketing efforts are two of the most commonly cited marketing priorities among companies. But how do you drive one-on-one engagement while having the ability to pivot and address changing (and growing) digital needs? Silverline recently hosted a panel of experts on a live webinar and walked through the journey of a borrower’s experience in a real life use case, detailing how you can leverage Salesforce Financial Services Cloud and marketing automation in unison to drive real results.
So many journeys, so little time
New customer, new associate, new product, loan application updates, customer satisfaction, lead generation and nurturing… With so many journeys, where do you start? The best way to visualize how a customer interacts with a business is to map it. JP Owens, our Director of Banking & Lending, walked through how you can take your target personas and create a journey map for their needs in Marketing Cloud.
How to measure results
All growing institutions need to expand customer bases while still making a profit, so it’s important to understand how to measure your customer acquisition, and how your team can calculate it. Outside of the wallet share, you need to consider productivity metrics as well. Creating trust and a reciprocal customer relationship are paramount. Customers don’t want to be talked at, they want to be spoken with, so institutions need to know and track these preferences so they can have the right conversations at the right in the customer’s journey.