Download K'nex-us 2.1 - Thought Leadership Platform Case Study

Challenge:

• A global Financial Services company wanted to create a more engaging online customer experience whilst streamlining marketing processes to reduce complexity and cost
• The Firm generates significant quantities of thought leadership content in various forms including reports, articles, webcasts, which are being used to generate business activities and opportunities
• The online customer experience was fragmented, with email based content distribution, a seperate event registration process, and poor site management
• The email content dsitribution limited the nature of content available (for example, no rich media) and suffered the perils of email overload and customers unable to access content of interest easily
  
• The seperate marketing responsibilities of managing the registration and delivery of the firms' webcasts, the distribution of associated content, the site management, together with the disconnected nature of some of the key systems (e.g. CRM) created lots of inefficiencies in marketing

Solutions:


• K'nex-us 2.1 provided the platform for delivering integrated thought leadership capabilities and social interactions
• Customers get a single online point of contact through which they can access latest insights and interact
• Each customer has his/her own unique view and experience tailored to their interests and needs
• Thought leadership is delivered using rich media content including on demand videos and podcasts plus live webcasts to strengthen engagement
• Customers have access to insights 24/7 with powerful social search capabilities and flexible access options including subscribing via iTunes for podcasts
• Full ratings, comments, forums and blogging features encourage user interaction and enrich the customer experience with improved trust and usability
• Full integration with Salesforce.com means all user activities are managed and captured through the CRM system
• Live event (webcast) promotion, registration and content distribution is integrated into K'nex-us 2.1
• A full integration between K'nex-us 2.1 and WebEx is planned for phase II
• Similarly, K'nex-us 2.1 is integrated with the customers email marketing package to ensure seamless communications

Results:

• Customers have a single point of contact, providing them with quicker and easier access to insights that can improve their performance
• Rich media content is increasing engagement, appealing to ultra-busy users looking for high value information
• Social features enhance the user experience, build greater trust in the brand and generate valuable customer insights
• Better communications and access to information is generating additional business activity as well as enhanced cross-sell and up-sell opportunities
  
• The deployment of a new platform integrated to key marketing systems is helping to streamline marketing processes, generating valuable savings

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