Protecting the Brand

Description

In this episode of Seismic Sessions, the focus is on the evolution of brand in the financial services industry. Join the discussion with hosts Rachael Rowe and Gemma Livermore, Seismic,  and guests Alanna Nensel, Global Head of Brand, Creative, and Digital at Janus Henderson Investors, and Maddy Albon, Brand Manager at Peel Hunt, as they delve into the impact of AI, the significance of a centralised brand asset platform, and the necessity of understanding diverse target audience needs across multiple markets and regions. 

Show Notes

Tremors:  

Customer journeys have evolved significantly over the last decade. Historically, businesses followed a multi-channel approach, where financial institutions structured their operations around individual channels. These channels operated in silos, each responsible for its own set of marketing, sales, and customer service tasks often leading to a disjointed customer experience, where clients felt like they were dealing with different entities rather than a unified firm. The onus on customers to engage with firms through the institutions’ preferred channels meant customer needs were not adequately catered to, prompting the industry to shift towards a more integrated and customer-centric approach that focused on delivering a seamless and cohesive multi-experience journey. 

Epicentre:   

The industry has made strides to improve the customer journey but still faces its share of challenges. There is an ongoing transition from traditional multi-channel approaches to more integrated multi-experience strategies. Efforts are being made to integrate marketing, sales, and service functions to improve collaboration, data sharing, and to present a cohesive experience to clients. However, the necessity of compliance and risk management is often seen as a barrier to innovation.  

Aftershocks:  

Delivering a seamless and frictionless customer experience in the B2B Financial Services sector is pivotal. Firms need to integrate more personalised, data-driven approaches and use advanced analytics to tailor their interactions to customer needs. The adoption of AI and automation will help them streamline their processes and make the customer journey more seamless and efficient. Their AI strategies should include driving a more proactive and predictive approach to customer support by using insights to address potential issues before they arise. 

Jump into the conversation: 

[00:04:07] – The evolution of customer journeys 

[00:06:00] – Drivers of the multi-experience transition 

[00:07:02] – The impact on the asset management industry 

[00:11:45] – Regulatory challenges in customer journeys 

[00:15:19] – Regulatory and compliance impact 

[00:25:57] – Breaking down silos for future success 

[00:27:57] – Leveraging technology in asset management 

[00:30:23] – Blue sky thinking: The future of the industry