At Kurtosys, we are seeing marketing and technology departments collaborate more than ever to ensure businesses get maximum efficiency across their digital footprint. One of the biggest plays towards this is executing an Enterprise Content Management (ECM) strategy that underpins client user experience and internal technology and operational efficiencies. This is paramount for any successful digital strategy.
I have outlined the fundamentals for where financial services businesses can succeed with the steps below, helping to benchmark your ECM digital maturity. Establishing efficiencies across technology choices, operational workflows and commercials (vendor costs) with the right ECM framework will ultimately lead to reduced time to market, lower total cost of ownership for licensing, reduced on-going maintenance and reduced operational overhead.
Underpinning your client user experience with the right ECM framework with result in more control, and ultimately a better chance for conversion. Here are some pointers to implement:
- Persona based user experience – looking to achieve user niche and adhere to country and investor type regulatory requirements.
- The personalisation funnel
- Gated content through marketing automation gating or user entitlement login
- A preference centre-driven content experience
- Site and campaign building with No Code approach – a No Code site building experience is democratising website management.
- SEO management – your ‘on page’ footprint is paramount to ensure that users arrive at relevant content from their search.
For making the right choices for technology & operational efficiencies, an Enterprise Content Management platform should cover:
- API connectivity – to reduce operational burden by connecting data to compliance level monitoring and reporting.
- Centralisation of fund data and marketing content – operate under one ECM with one ‘golden source’, distributed into websites, portals, fund centres and marketing document production.
- Automated document distribution – these include factsheets and client reporting, to reduce manual intervention.
- Integrations – with most organisations operating over 50 technologies, the scope for integrations has never been more vital.
- Security and infrastructure – what you ECM is running on will play a part in the day to day front-end and back-end performance which has a 360-degree impact on the business.
If you are nodding your head to all of these points, gathering everything under one ECM framework, then you are in good shape. But, if you are grappling with 4 to 5 different platforms and vendors then the reality is that you are spending more on technology and implementations than you need to; that excess money, resource and time could be put to work more efficiently. It’s time to start road-mapping your course for change.
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