A new phase of digital maturity is underway. Transformational firms are optimizing across the client journey, proactively orchestrating the way in which the field engages with their clients in the “last-mile” and guiding seamless handoffs between channels to deliver business outcomes.
To help you get there, Hearsay has developed a framework for how you can evaluate your path to digital maturity. Along the way, we’ll provide insights and identify opportunities to accelerate your progress along the maturity curve.
Over the next few months, we’ll share weekly blog posts with the framework components. This framework allows you not just to identify where your program sits, but to illuminate key areas for program growth that deliver the outcomes your business demands.
But first, let’s start with why it matters.
The most digitally mature firms are enabling frequent and targeted engagement between advisors and clients. These interactions deepen the relationship between the advisor and client, and are what we call the “last-mile.” In a crowded, commoditized marketplace, this is the most differentiated experience you can offer so advice must be delivered in a human way to resonate.
As the ways to digitally engage clients have proliferated, leading firms have begun to recognize the need for an integrated and cohesive technology ecosystem. Their digital programs have become more systematic, and their digital platforms more integrated across their core technologies.
Our aim is to align your program with your business objectives – centered around three key outcomes – shifting your focus toward the digital actions that drive the most success.
- Reach & Attract – Achieve the consistency and scale needed to build brand and acquire new leads
- Nurture & Convert – Optimize engagement to influence new business generation.
- Retain & Grow – Leverage digital to drive better client support and boost loyalty and retention.
Guiding your field to deliver these outcomes at scale is difficult. It takes time to set up the right framework, mine your data, and leverage technology to scale your efforts across a distributed network of advisors and agents.
A new breed of marketing organizations, alongside a new generation of advisors and agents, are leveraging digital channels to find new ways to reach and attract clients and prospects. COVID-19 accelerated this transformation. Digital activities are more critical than ever when the field cannot participate in physical top of funnel activities like local sponsorships etc. COVID has put immediate pressure on the industry to rethink service offerings, and explore digital as a way to keep their business moving forward. Looking to the future, these behaviors will be entrenched amongst the most digitally mature. We’ll get started next week by discussing the foundational elements you need to Reach & Attract prospects.
If you can’t wait to learn more, download the full white paper now.