What is the secret to keeping clients close to your brand? There won’t be a simple answer for most companies. Some will cite marketing efforts that emphasize a brand’s strengths; others will point to research verifying the quality of the product itself.

If the goal is a more client-centric approach for a better overall experience, you’ll find yourself following a winding path with many variables. At Edward Jones, getting there required an omnichannel program with data from multiple sources to make headway.

At a strategy session at &THEN, Sean Ebeling, senior channel management specialist at Edward Jones, and Sara Gill, senior account director at Merkle, will share how the financial services firm put its client-centric approach into effect.

Leveraging Personalization and Client Data

The case study Ebeling and Gill will present highlights an omnichannel approach that leveraged personalization, client data and learnings from market research to keep clients connected to Edward Jones.

As Alex Yoder, Merkle’s executive VP of analytics, pointed out in a company blog, the mere concept of personalization comes with challenges.

“I think the term ‘personalization’ is misused to a degree,” Yoder said. “The ability to know the customer and have real-time decisioning escapes most organizations.”

Yoder pointed out that brands need the mandate to build and maintain their own databases and that partnerships with an agency require significant levels of expertise in the data field. Edward Jones and Merkle had to navigate these challenges while improving engagement levels.

The Relevant Content and Other Results You Need

Many companies are erring on the side of data hoarding these days, so it’s important to have a clear goal in mind when you start collecting. Merkle’s technology solutions team recommends specifying your objectives before even beginning the process.

In a project like Edward Jones had – improving client retention and increasing brand engagement – there are several reasons to dig into the data.

One obvious reason would be exploring why customers who left did so. Surveys and personal conversations would reveal some of the reasons. Any organization will want to consider the issues raised in these communications.

With these goals in mind, it would also be worthwhile to see why clients who have continued purchasing from your company continue to do so. Whether you plan to produce content geared toward this audience or strengthen the products they purchased, there are clear data points worth exploring.

Find out how Edward Jones and Merkle tackled these challenges at “Key Lessons for Creating A Better Client Experience” during this year’s &THEN.

This article is brought to you by &THEN, DMA’s annual event. Click here to join the leaders of the marketing community and advance your data and marketing mastery in Las Vegas, October 7-9.