“How do you create empathy in a digital space?” asked Zack Gipson, Chief Innovation Officer at USAA during his presentation with our C.O.O., Nick Beil, during the In|Vest Wealth Management event in New York City yesterday.
Engagement. With 11 million members interacting with USAA through almost 2 billion digital touch-points – USAA drives positive member experiences through a variety of engagement tactics, including automating personalization, allowing the company to scale multitude of services to millions of members through custom, multi-channel communications. And it’s paying of – with 98% of USAA members planning to stay for life.
With “improving the client experience” as the number 1 business priority for wealth management firms*, engagement is no longer a nice-to-have in wealth management, but a necessity. With automated, data-driven narratives, investors have access to easy-to-understand, personalized communication regarding how their portfolio is performing, the drivers impacting that performance and recommendations on how to achieve their goals.
Staring at your investment portal pie chart, wondering what is means? Not a positive customer experience.
Receiving a narrative explaining what is most interesting and important from your portfolio performance? An engaging and positive customer experience.
Empathy in the digital space, achieved!
*Aite Group’s survey of 19 North American Wealth Management IT executives, Q2 2014