When I speak with our clients’ Chief Marketing Officers and other leaders of customer relationship strategy, the topic of more effective on-boarding and lead nurturing arises frequently. Specifically, how can they deploy the data-driven approaches they’ve developed for direct marketing in the lead cycle?
The challenge with which they’re grappling represents two key transitions from business as usual:
- the transition from relating with pools of customers to individual customers
- the transition from batch, offline outreach, to real-time interaction with those customers.
These leaders need to provide their front-line relationship managers with tailored, responsive and relevant customer treatments, through whichever channel the customer wants to engage.
The following video tells the story of the day in the life of Brian Gates, a business banking customer of Great California Bank. Brian is a business owner who wants to address unmet financial needs to help his business grow and thrive. Watch this 18-minute story to learn how the Corios Harmony strategy will help Brian’s relationship managers add value through the lead cycle and produce a win-win for Brian and the bank in making a relevant and profit-generating offer.