Predictive customer journeys in the financial services industry

The media is full of broad promises and platitudes promising the use of customer data and analytics to deliver the Next Best Offer to your company’s clients. Yet the reality is there is a dearth of measurable proof about how and how well these approaches actually work: until now. Furthermore, the culture change required of large companies to adopt and embrace these approaches has impacts on the flow of information, senior executive collaboration and trust, creating a shared vocabulary, and changing often long-held standards for how relationship managers select and present offers to customers. Asking sales teams to change to whom they sell, how they contact those clients, and which needs of those clients they should address, is pushing water uphill. This Master Class will address both topics, using recent case studies from several North American companies, where fundamental change in customer offer presentment for the better was achieved and institutionalized, with measurable and significant impacts. Specific lessons learned about identifying who is the “right” customer, what is the “right” offer, and especially, what is the “right” time to present these offers, will provide the audience with practical assets to bring back to their enterprises. ***Audience members will also receive a copy of Mr. Way’s new book, “Skate Where the Puck’s Headed: A Playbook for Scoring Big with Predictive Analytics.”