Financial technology services company Fiserv streamlined client communications with the launch of its Investment Services Solution Center last June. The perpetual virtual environment houses a growing collection of collateral, including webcasts, white papers, demos and user guides. The client-only site also provides an opportunity for customers to schedule chats with company representatives and network with peers.
“The whole strategy has been constant client communication and engagement,” said Dianne Morin, director-marketing and communication for the company's investment services division.
The strategy goes beyond putting interactive content online; it provides a delivery advantage. Clients no longer need to dig through out-of-date emails to find a link to a specific mini-landing page as all the content is housed in one searchable interface. Monthly e-newsletters highlight events and other elements available in the briefing center, providing succinct introductions to new content and encouraging clients to log in for more information.
“The email is no longer the vehicle to communicate,” Morin said. “The solution center is the repository of all information.”
Fiserv worked with platform provider ON24 to create the environment, which serves three different product categories. By the end of February, more than 400 clients had registered to use the site, gaining access to everything from product launches to thought leadership seminars. Almost 98% of those registrants logged in, with an average visit lasting 44 minutes.
“Clients are not just coming in for quick hits of information, but spending some time in the environment,” Morin said.
Conversation occurs during the question-and-answer portion of live webinars, and it also springs up in booths and other site locations. Clients have scheduled more than 40 private chats with company representatives. “It's improved the experience for the client,” Morin said. “And it's made things easier for our associates.”
The company can see the sections of the center that receive the most traffic. Clients currently flock to the investment services portion of the site, but growing interest can be seen in the niche financial advice segment.
Webcasts and video are the most successful elements, and the site also promotes and supports face-to-face events, providing conference agendas and presentation slides for clients.
Fiserv will continue to adapt the environment to its business needs, Morin said. The next step will be the development of a feature that attaches role-based qualifications to some pieces of information, Morin said. “We're talking to our clients in a much more custom way than before.”