Client Experience & Engagement
The coordination of the right message at the right time for the correct person
What is annual communication planning
Strategic function determining a product's overall reason for being
What is product management
The perspective of solving someone's unmet need - known or unknown - instead of just talking about yourself
What is being client centric
The group of 3,000 clients who raised their hand to answer our questions on regular basis
What is our client panel
Marketing Analysts
Who are Katie Wasilewski and Larry Bauer
The process of understanding how a client makes decisions
What is building client journeys
Exchanging payment for brand exposure
What is paid media
Process of identifying groups of clients and prospects who have shared experiences, values, behaviors, and/or life stages
What is audience segmentation
Information collected directly by 1st Source
What is first party data research
Project and Product Managers
Who are Daniel Lichty, Hannah Nichols, and Teresa Wright
Ensuring that it is easy to do business with us no matter how someone likes to bank
Frictionless experiences
Websites, social media, community outreach, content marketing
What is owned media
Taking care of a client's basic needs, safety needs, and "above and beyond" personal needs
What is building advocacy
Client and prospect information collected not by 1st Source
What is second and third party data
Strategy, media and community relations, social media
Who are Lindsey Horner and Andrea Bullock
Using data to enhance specific messaging for someone
What is personalization
Press articles, organic social, client testimonials, word-of-mouth
What is earned media
Methods to understand the market areas which you serve to remain competitive
What is market data and competitive analysis
Interviews, focus groups, mystery shops, online surveys, video qualitative research, competitive intelligence, industry research or articles, vendor research, deep-dive observations, social media, client conversations and annual reviews
What are tools to understand VOC
Designers and Content Creators
Who are Michael Murphy, Kim DeCook Miller, Bob Plant, Tim Ceravolo
One look, one voice, one attitude so that someone knows who you are collectively
What is branding
Using data and analytics to determine an audience and the right message
What is strategic outreach
Uses data to determine who a potential client may be and craft a message which is relevant to them
What is acquisition marketing
An easy-to-fill-out request form on SourceNet
What is how I begin a conversation about a VOC project
Using easy-to-fill-out request forms with "purpose" information to build messaging on SourceNet
What is how I can engage with Marketing