Leaders: - Brett Fritz Director, Enterprise Sales, Financial Services at SIM Partners - Scott Graflund Advisor at SIM Partners Key Discussion Points: • What does omni-channel mean for Financial Services brands? • What is the difference between omni-channel and cross-channel?Improve application testing when replacing legacy systems • Seven ways to optimize your omni-channel experience in a cross-channel world. Buzzwords like “omni-channel” and “cross-channel” continue to swirl around the Financial Services world. Many marketers are interested in implementing these strategies for their Financial Services organizations yet struggle with where to begin. What exactly do these buzzwords mean? How do these buzzwords affect the work being completed in IT? How can IT support these marketing efforts being requested? This workshop will help answer the "what is omni-channel vs. cross-channel" question, as well as provide seven tangible ways IT can help optimize the omni-channel experience in a cross-channel world for your Financial Services organization.

1. Seven
Ways
to
Op.mize
Your
Omni-­‐Channel
Experience
in
a
Cross-­‐Channel
World
Bre>
Fritz
Sco>
Graflund

2. Yes,
these
are
big
overused….

3. What
is
Omni-­‐Channel?
Omnichannel
is
a
mul.channel
approach
to
sales
that
seeks
to
provide
the
customer
with
a
seamless
shopping
experience
whether
the
customer
is
shopping
online
from
a
desktop
or
mobile
device,
by
telephone
or
in
a
bricks
and
mortar
store.
h>p://searchcio.techtarget.com/defini.on/omnichannel

4. What
is
Cross-­‐Channel?
The
use
of
one
marke.ng
channel
(such
as
direct
mail
or
internet)
to
support
or
promote
another
channel
(such
as
retailing).
h"p://www.businessdic0onary.com/defini0on/cross-­‐channel-­‐marke0ng.html

5. “…omni-­‐channel
today
is:
‘cross-­‐channel
being
done
well’.”

7. Make
It
Simple…
Omni-­‐Channel:
Providing
common
content
and
applica.ons
to
all
delivery
types.
Cross-­‐Channel:
Providing
all
products
and
lines
of
business
to
the
client
/
end
customer
(i.e.
cross-­‐selling).

8. The
World
of
Financial
Services
ABC
Bank
Retail
/
Branch
Loca3on
Wealth
Mgt.
Mortgage
Loans
Small
Business
Mgt.
Insurance
Products
Print
Radio
Phone
TV
Email
Website
Social
Media
Wearable
Tech
Omni-­‐Channel
Cross-­‐Channel

9. The
World
of
Financial
Services
ABC
Bank
Retail
/
Branch
Loca3on
Wealth
Mgt.
Mortgage
Loans
Small
Business
Mgt.
Insurance
Products
Print
Radio
Phone
TV
Email
Website
Social
Media
Wearable
Tech
Omni-­‐Channel
Cross-­‐Channel

10. The
World
of
Financial
Services
ABC
Bank
Retail
/
Branch
Loca3on
Wealth
Mgt.
Mortgage
Loans
Small
Business
Mgt.
Insurance
Products
Print
Radio
Phone
TV
Email
Website
Social
Media
Wearable
Tech
Omni-­‐Channel
Cross-­‐Channel

11. The
World
of
Financial
Services
ABC
Bank
Retail
/
Branch
Loca3on
Wealth
Mgt.
Mortgage
Loans
Small
Business
Mgt.
Insurance
Products
Print
Radio
Phone
TV
Email
Website
Social
Media
Wearable
Tech
Omni-­‐Channel
Cross-­‐Channel

12. Make
Sure
your
Data
Model
is
Correct
and
Sharable
h>p://blog.infoadvisors.com/index.php/tag/data-­‐modeling/

13. Find
The
Common
Brand
Denominators
SPEECHES
MOBILE
ENVIRONMENTS
VIDEO
EMPLOYEES
PRODUCTS
SERVICES
VEHICLES
BILLBOARDS
LETTERHEADS
BUSINESS
CARDS
LOGOS
EMAILS
TAG
LINES
APPS
DIRECT
MAIL
PUBLIC
RELATIONS
ADVERTIZING
SIGNAGE
FORMS
WEBSITES
NEWSLETTERS
WORD
OF
MOUTH
YOUR
BRAND

14. Align
your
Marke.ng
and
IT
goals

15. Implement
Systems
that
Sync
Data
Across
the
Brand
(horizontal
&
ver.cal)
Bank
Branch
Website
Pages
Online/Offline
Publishers
Custom
Apps
Social
Media

16. Collect
Data,
then
Collect
More
Data

17. Focus
on
the
Customer
Experience
for
Conversions
h>p://www.dmnews.com/direct-­‐line-­‐blog/off-­‐the-­‐beaten-­‐path-­‐to-­‐purchase/ar.cle/303091/

18. Be
Ready
for
Mobile
and
Beyond
(aka
wearable
devices)

19. Don’t
Forget
Run
Spell
Check

20. Wrap
up
/
Business
case
examples

21. Seven
Ways
to
Op.mize
Your
Omni-­‐Channel
Experience
in
a
Cross-­‐Channel
World
Bre>
Fritz
Sco>
Graflund