Survey: Three-Quarters of Asset Management Firms to Increase Use of Personalized Content in Next 12 Months
Results reveal correlation between personalized content and firms focused on growth
San Diego – April 6, 2017 – For asset management firms focused on growth and client satisfaction, the automation of personalized content shows a way forward, according to a new study from Seismic. In a survey of 94 employees in marketing and client-facing roles at 35 asset management firms totaling $18.7 trillion in AUM, 74 percent stated that they were planning on increasing content personalization over the next 12 months.
Craig Dunham, GM of financial services at Seismic, said: “The direct connection between growth, client satisfaction and personalized content is not surprising. Personalized experiences are what consumers now expect from all brands. The financial services industry is realizing that, when it comes to attracting new customers, a personalized client experience in every interaction is now table stakes.”
Seventy-three percent of respondents stated that new client acquisition was a goal over the next 12 months. Among those who also plan on increasing content personalization, that number jumps to 78 percent.
Seventy-eight percent and 61 percent indicated that improved client satisfaction and brand perception were top goals, respectively. Those numbers increase to 81 and 73 percent, respectively, for those that plan on increasing the use of personalized content.
Asset management firms that plan on increasing the use of automated personalized content will do so in a variety of ways, including:
- Expanding the types of personalized content being automated (74 percent of respondents).
- Better utilizing analytics to improve content performance (70 percent).
- Using automation to personalize content seen by prospective clients, in addition to current clients (69 percent).
Study results also show that technology will be essential in assisting in the creation of personalized content, with 71 percent of respondents stating that they will incorporate more technologies into the content creation process over the next 12 months. Such technologies include:
- Customer relation management systems (76 percent of respondents)
- Data and research platforms (61 percent)
- Marketing automation platforms (53 percent)
- Web content management solutions (21 percent)
“With customer data being stored in a host of disparate technologies, the only way to ensure that firms can capitalize on the information and deliver an exceptional client experience is through proper integrations,” said Dunham. “When vetting new technologies, integration capabilities should therefore be front-and-center.”
For more information on how automation is helping the client experience at large asset management firms, visit Seismic’s site here.
Seismic is the leading end-to-end sales enablement solution for institutional financial services firms worldwide. Seismic’s platform gives asset and wealth management firms and business banks the ability to deliver the right client content at the right time, facilitating a world-class client experience. With Seismic, marketing teams are automating the personalization of client-facing materials via Seimsic’s award-winning LiveDocs® technology, which are then automatically accessed by distribution teams at any time, on any device, and always fully compliant, allowing them to spend more time developing and nurturing client relationships. Headquartered in San Diego and more than 250 employees across the globe, Seismic is privately held by its founding executive team and investment firms General Atlantic, JMI Equity, and Jackson Square Ventures.
For more information about Seismic’s end-to-end sales enablement solution, please visit www.seismic.com.