CUSTOMER EXPERIENCE
to adapt to secure and retain the depth of a client relationship as this influences persistency, share of wallet and profitability.
Creating value On a B2B basis, there is increasing interest with businesses to help them create value (digital alpha) through a combination of high- touch digitally integrated client experience tools with investment products that have been designed to align to a client’s needs, preferences and beliefs. This integrated solution allows businesses to strongly differentiate their proposition and offering from that of their competitors, while creating the right outcomes for their clients. Digital applications used in this way can
provide increased efficiency through the provision of a full client self-service model with ‘bionic’ advice, where individual client and financial adviser input is married with the outcomes from analytical algorithms and artificial intelligence to create a tailored service. Direct-to-consumer apps, which are designed to enable consumers to save from as little as £1, are also popping up and can be downloaded from Google Play or Apple’s App Store. Think of it as a savings and investment strategy tailored to your phone, providing limited guidance using open banking technology, which gives a live view of consumers’ spending patterns across their different accounts. It will help users to save for a particular goal or identify excess income that could be invested. This provides businesses with a new way to interact.
Important information The above document is strictly for information purposes only and should not be considered as an offer, investment recommendation or solicitation to deal in any of the investments or funds mentioned herein and does not constitute investment research. Aberdeen Standard Investments (ASI) does not warrant the accuracy, adequacy or completeness of the information and materials contained in this document, and expressly disclaims liability for errors or omissions in such information and materials. Any research or analysis used in the
preparation of this document has been procured by ASI for its own use and may have been acted on for its own purpose. The results thus obtained are made available only coincidentally and the
“Providing a highly personalised cost-effective client service at scale can only be achieved via technology and data”
Technology and data Providing a highly personalised cost-effective client service at scale can only be achieved via technology and data. The term ‘hyper- personalisation’ refers to the use of data to provide more personalisation and to target products, services and content – creating that overall solution. Just think of the volume of client data that can be captured during each life stage, providing a rich source of intelligence that could be used to interpret client needs, preferences and goals. This could in turn provide individualised risk profiles aligned to investment solutions and customised advice. The possibilities are endless! To win in our market of the future, companies
are going to need to offer stand-out experiences to attract and retain customers. Digital technology will be absolutely key to this and is already transforming the industry – but it’s evolving quickly, as are investors. The upside can be substantial for businesses
and consumers, breaking down barriers to investment with the provision of relevant educational content and engaging experiences, empowering more consumers to take charge of their financial future.
information is not guaranteed as to its accuracy. Some of the information in this document may contain projections or other forward-looking statements regarding future events or future financial performance of countries, markets, or companies. These statements are only predictions and actual events or results may differ materially. Any opinion or estimate contained in this document is made on a general basis and is not to be relied on by the reader as advice. Neither ASI nor any of its employees, associated group companies or agents have given any consideration to nor have they or any of them made any investigation of the investment objectives, financial situation or particular need of the reader, any specific person or group of persons. Accordingly, no
warranty whatsoever is given and no liability whatsoever is accepted for any loss arising whether directly or indirectly as a result of the reader, any person or group of persons acting on any information, opinion or estimate contained in this document. ASI reserves the right to make changes and corrections to any information in this document at any time, without notice. Issued by Aberdeen Asset Managers
Limited, registered in Scotland (SC108419) at 10 Queen’s Terrace, Aberdeen, AB10 1XL, and Standard Life Investments Limited registered in Scotland (SC123321) at 1 George Street, Edinburgh EH2 2LL. Both companies are authorised and regulated by the Financial Conduct Authority in the UK. GB-220421-147564-1
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