Mutual fund companies are using all media related promotions to generate interest as well as awareness of NFOs. Managing the leads generated by various channels and converting potential leads into relationships/investments is important.
Mutual fund companies are competing in the space for acquiring customers for investments. As budget is a percentage of the NFO size, marketing teams have limited budgets. Hence it becomes extremely important for the AMC to utilize the same to maximize customer acquisition.
SMS is one channel where customers can easily get in touch with the mutual fund companies to know about their products and the mutual fund companies can in turn get in touch with the customer for further processing. It is not uncommon that we see advertisements, saying SMS ‘ABC Fund’ to a number to know about the ‘ABC’ fund.
Mutual fund companies currently acquire customers predominantly via the bank branches, retail distributors and corporate distributors. They also have branch offices across key locations in the country. The leads generated are forwarded by the regional team either to the retail distributors or the customer is asked to visit the nearest branch to complete the formalities.
But today the process is lengthy. After the customer sends the SMS, it currently takes a lot of time for the AMC company to get back to the customer and in this era of instant gratification, this causes frustration and potential loss of lead to the mutual fund company.
Avaya can solve this problem by using preview dialing capabilities with the organization’s CRM practice, and facilitate a team of professionals to immediately call the customer and process his requirement without wasting time. The click-to-dial facility can easily integrate with the customer’s SMS servers and pull these messages, and enable an agent to call the customer immediately and ask the necessary questions before qualifying the customer. This is a powerful solution for the marketing teams where they can measure the performance of campaigns and promise instant fulfillment to the customer.
