How AI helped Interactive Investor with Customer engagement
Photo by Markus Spiske on Unsplash
Blog by Michael Mauchline, Industry Leader, Marketing Automation & Personalisation at Watson Marketing
Very often when AI and investment are mentioned together it is about Robo Advice or high frequency trading. However, in the case of Interactive Investor AI proved useful for customer engagement.
IBM Watson Marketing works with Fintech clients to improve customer engagement as well as boost digital revenues. Interactive Investor deployed the technology in 2018 and have since been able to inspire thousands of customers to actively engage in their portfolios:
- increased newsletter open rates by over 80% through personalising content based on a customer’s segment
- improved clickthrough rates more than 70% by sending emails to customers at optimal times based on an individual’s behavior
Those results were achieved by the personalization of investment content based on customers’ segments. Going beyond segment, personalization was achieved for each individual.
Personalisation isn’t all to do with the content itself but also about send time. By learning about people’s habits IBM Watson was able to send email at the most appropriate time for each individual.
Head of CRM at Interactive Investor, Phil Ireland explains how this happened:
“IBM Watson has been an integral tool over the last six months in helping my team achieve specific objectives set by our business. The platform has allowed us to dynamically target our customers with personalised information. For example, the platform has allowed us to target customers who hold any of the top 20 stocks within our business dynamically with news relating to that stock and provide updates on the performance of each stock.”
“The platform has allowed us to automate our new customer welcome journeys and provide trigger based campaigns dependent upon customer behavioural actions. We’ve seen considerable uplifts in our KPI’s due to the impact of the IBM Watson platform.”
Read the full story at:
https://www.ibm.com/case-studies/interactive-investor
About Watson Campaign Automation
Watson Campaign Automation is a SaaS-based digital marketing automation platform that puts the power of data insights in the hands of the marketer to design smarter campaigns that exceed your customer expectations. Use behavioural data from any source to create consistent campaigns across email, web, mobile push, SMS, social, group messaging and more. Marketers can work smarter with an AI powered ‘Watson Assistant for Marketing’.
- Improve Customer Engagement
- Boost customer engagement and conversion with personalised experiences and offers that connect with your customers, when and where they expect it.
- Increase Customer Loyalty
- Leverage AI-powered insights and capabilities to deliver the right message and offer at the right time in the right channel to grow customer loyalty and, ultimately, revenue.
Any questions? Contact Michael Mauchline 07764 666 813 mauchline@uk.ibm.com
