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Panel Discussion: How Personalized Customer Experiences Can Benefit Financial Services Industry

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Caroline Cathcart
Chief Administrative Officer at RPIA
+ 2 speakers
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About the talk

Customers today expect personalized experiences at every turn in the customer journey. Create personalized and relevant experiences to develop brand connections and ultimately brand loyalty. Create a strategy to:

  • See how different generations react to personalization initiatives and how to tailor messaging for maximum consumer comfort

  • Understand what true personalization is and what it is not

  • Maximize the permissions your customers afford you to use their data for your personalization efforts

Win over your customers by personalizing their experiences.

00:00 Intro

00:40 Caroline Cathcart

00:55 Amy McGraw

01:20 Customer experience

05:00 Difference of experience

06:30 How to build personalization

11:20 Using AI

15:40 Financial benefits

18:40 Informing/unique URL

22:55 How to use/ Real-time

24:00 Challenges

26:12 Personal touch

28:30 Chat with AI

29:30 Conclusion

About speakers

Caroline Cathcart
Chief Administrative Officer at RPIA
Amy McGraw
VP Marketing/Chief Experience Officer at Tropical Financial Credit Union
Jim Tincher
Journey Mapper-in-Chief, Customer Experience Expert at Heart of the Customer

Caroline Cathcart brings over 25 years of leadership and investment management experience to her role of Chief Administrative Officer at RPIA. Caroline has been instrumental to the success of the Client Experience and Marketing functions of the firm and continues to oversee the areas of client operations, analytics, and reporting. As part of her Chief Administrative Officer mandate, she will oversee the HR and Administrative functions, as well as the project management of strategic initiatives. In addition, Caroline is charged with new product development and has led the creation and launch of five funds at RPIA since 2015.

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Award-winning marketing executive with 20+ years of experience in building unsurpassed business profile, doubling annual business growth, and developing industry-leading marketing and public relations teams. Devise and launch pioneering marketing, outreach, and branding protocols to meet and exceed ambitious client objectives. Deploy innovative technologies, including content marketing, inbound marketing and social networking media, to drive public awareness across the globe. Customize campaign protocols to short-term and long-range business plans, including securing rigorous scheduling and financial parameters. Combine creative vision with unsurpassed strategic planning to deliver exceptional results on cutting-edge projects. Successfully spearhead multiple simultaneous projects.

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Jim Tincher, CCXP, is a nationally recognized customer experience expert, journey mapper, author, and speaker. His innovative CX consultancy, Heart of the Customer, helps companies of all sizes drive customer-focused change to improve loyalty and boost revenue, and his book, How Hard Is It to Be Your Customer?, is considered a must-read for CX-focused leaders.

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Personalization of digital experiences at the last panel talked a bit about that about the about moving to digitalization. Now, we can talk more specifically about personalization and how precise Cuts experiences can benefit the financial services industry. And I'm pleased to be doing today by first of all, Carolyn cats are who is the head of customer experience at rpia as well as Amy McGraw. The chief experience officer at Tropical Financial Credit Union, South Carolina, and Amy, welcome. I can't budge. We hear

yourselves to the audience. Sure, go ahead. Carolyn. Okay, I'm Carolyn Cathcart from RPI in Toronto Canada. We are a global fixed-income asset manager. And so we managed a number of fixed-income strategies for ultra-high net-worth individuals, as well as family offices institutions and Retail advisors. And I am Amy McGraw, vice president of marketing and chief experience officer at Tropical Financial Credit Union. We are a medium sized credit, you know about just under nine hundred million us, that's down in South Florida. So we are kind of a consumer financial

institution serving Main Street USA, hosting questions in a few days ago, but we're going to start out by hopping into it. So one of the truisms of customer experience is that a personalized experience is an improved experience. And that's that's all nice and easy, but actually accomplishing, that is hard. And so let's start a little bit overview. How are you building those personalized experiences for your customers? Well, I'll tell Ben, we have been working on creating personalized

experiences, pretty much since about 2016. It was at that point when we looked at our website and decided that we could choose to continue

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February 10 - 11, 2021
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Caroline Cathcart
Amy McGraw
Jim Tincher