LEVERAGING DATA IN CLIENT OBSESSION
SUN LIFE FINANCIAL
104 for everybody . Some people want to call us , some want to speak to their advisor , some want to go through email or through Facebook . We have to build connected experiences that match our customer needs , behaviours and intent .”
Social media is instrumental for an organisation like Sun Life as it aims to engage with customers at different stages of the client journey in order to provide ongoing support from initial awareness to sustainable retention . Sun Life also uses celebrities , KOL and supports its advisors through social selling workshops . Here , content and context are king . Gollogley poses a key element of content marketing as a question : “ How do we reach users who are unaware their needs may be met by a financial product , regardless of the brand ?” With creativity , transparency and education highlighted as key , Sun Life has created ‘ life moment ’ frameworks which target human experiences – ‘ Getting Married ’, ‘ Building a Family ’ or ‘ Enjoying Retirement ’ – in order to show prospective clients how its products may help them at vital stages in their lives .
“ We have to build connected experiences that match our customer needs , behaviours and intent ”
— Gavin Gollogley , Head of Digital , Sun Life Financial Asia
LEVERAGING DATA IN CLIENT OBSESSION
Along the path to purchase , awareness of the right products and services available to prospects and clients , and the experiences they receive , can be enhanced using the most vital resource available to businesses today – data . Organisations worldwide are leveraging as much information as they can to provide a more personalised , predictive and proactive service and Sun Life is no exception . Indeed , its centre for data & analytics aims to accelerate the capabilities and development of best practice around data and analytic solutions . The team works with Sun Life ’ s
JULY 2019