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NEXT GENERATION SALES ENABLEMENT

A TRUE 360 DEGREE VIEW

In the ultra-competitive financial services industry, it’s imperative that firms

provide their sales executives and customer-facing teams with an innovative

solution that not only drives new business, but also helps expand existing

relationships. The type of capability that offers a true 360 degree view of a firm’s

customers and prospects, with the end goal of increasing client acquisition,

retention, and cross-selling. But are these goals any different from what firms

have been trying to achieve for the last 20 years? And has sales enablement

technology evolved far enough to warrant the label of “next generation”? The

answer to both of these questions is a resounding “yes”.

Simply put, the 360 degree view of the customer has expanded exponentially. It

has gone beyond simple account aggregation and now includes a multitude of

internal and external sources of information, while also encompassing both structured data and

unstructured content. Why? Because the best customers increasingly expect their financial institutions

to have a deep understanding of their likes, dislikes, interests, and overall satisfaction. The irony is that

most financial organizations already have a tremendous amount of information about their customers

and prospects, but unfortunately lack the ability to access it because the data resides in multiple

disparate systems.

In response, many of the leading financial services firms are starting to leverage unified information

access (UIA) as they construct their next generation sales enablement capability. This type of technology

aggregates and analyzes multiple sources of data and content, which provides reps with a complete and

real-time view of each customer. Whether the target user is a financial advisor, an institutional sales

executive, or a call center rep, the goal is to provide immediate access to all of the information required

to sell more effectively. In this brave new world that features intense competition and exploding

volumes of data, your client-facing teams need a more robust sales enablement capability, while your

customers and prospects demand it.

“Providing your reps with

an endless supply of tools

and information is not

enough. Firms must make it

easy to identify the most

relevant content so their

client-facing teams can

elevate the conversation

and sell more effectively.”

Julio Gomez, GM Financial

Services - Attivio

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Sales Enablement with UIA So what does next-generation sales enablement look like? Well, depending on your lines of business it

can include multiple integrated components, but the underlying goal is to provide your client-facing

teams with seamless access to the most relevant information about each customer. And not just the

transactional data in your warehouse or the client data in your CRM, but all customer data – both inside

and outside of the firewall. Let’s examine a broker desktop powered by UIA in order to see the type of

environment that is quickly becoming a requirement in today’s fiercely competitive landscape. Here are

the highlights:

Sentiment Overview – Very few financial organizations truly know their customers and have a

deep understanding of client satisfaction, interests, likes, and dislikes. Conducting sentiment

analysis across multiple communication channels, both internal (email, IM chats, surveys, phone

transcripts) and external (social media, blogs, online resources), is a critical component when

trying to gain this understanding and prove to your customers and prospects that you are in fact

listening. Furthermore, when armed with in-depth knowledge about customer sentiment, sales

reps can more clearly identify up-sell and cross-sell opportunities.

Key Phrases – The ability to quickly identify common themes from customer interactions is also

important. Investment products, life goals, and specific security names may frequently arise

during communications. Leveraging a technology solution that can track these terms and

present the statistically significant occurrences (i.e. most frequently mentioned), will facilitate

more informed discussions with your customers, and less reliance on human memory.

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News and Reports – Drowning in data, starving for insight. Most

sales executives are overloaded with information. Unfortunately,

the vast majority of it is irrelevant to their clients. As a result, it’s

critical that firms correlate focused content about investment

holdings, employer news, products, and relevant sectors with each

customer account. This type of material allows reps to “elevate the

conversation” and drive business results.

Recent Interactions – Customer-facing reps waste a tremendous

amount of time scanning emails, checking voicemail, and thumbing

through instant messages. Instead, firms should correlate all of this

data and offer it in a single interface so their sales teams have a

comprehensive view of every interaction. Additionally, the ability

to drill into these messages and see the underlying communication

(email, call transcript, chat session) is an essential capability that

provides important detail about each customer.

Aggregated Account Data – Portfolio allocations, recent transactions, historical statements, and

account performance are just a few of the structured data types needed to create a true 360

degree view of the customer. However, it’s important to remember that these data types need

to be aggregated across all of the client’s accounts (Brokerage, IRA, 529, etc.). And while most

firms would consider this consolidated view of structured data “Customer 360 – 1.0”, the reality

is that many financial organizations have yet to achieve this basic level of customer centricity.

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Next Generation Sales Enablement - Powered by UIA

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Attivio’s Active Intelligence Engine (AIE)

Attivio’s AIE is a leading UIA solution that helps the world’s largest financial institutions drive next

generation sales enablement. Increased wallet-share, stronger customer loyalty, and improved sales

effectiveness are key benefits offered by the platform. Unlike other solutions, Attivio AIE was built from

the ground up to combine and link all data and content without restriction, offering true unified

information access:

Schema-less, universal indexing; no data modeling – AIE ingests all data and content into its

universal index. AIE does not require relationships between any data or content to be defined in

advance, which dramatically accelerates time-to-value. AIE eliminates the need to build and

constantly update a data model in order to join and present information. Additionally, AIE ingests

structured data on a table-by-table basis, unlike legacy approaches that must “flatten” or

denormalize databases in order to ingest them, severely diminishing the analytical value.

Advanced text analytics – Prior to indexing, AIE enriches and adds structure to documents and

other unstructured content to maximize findability and joinability with related data and content

from other sources. This includes a wide variety of multi-language natural language processing

(NLP), text extraction, entity extraction and normalization, key phrase extraction, all-important

customer sentiment analysis (at the document and entity level), content classification, and

behavioral analytics.

Patented ad hoc query-time JOIN of all related data and content – AIE performs ad hoc relational

JOINs of all related data and content matching a given query, again with no advance data modeling

required. The ability to perform ad hoc JOINs combined with the agility offered by the universal

index is groundbreaking functionality that was conceived and developed by Attivio.

Automatic workflows – AIE Includes alerts and triggers that perform a wide variety of data and

content processing for unified information access, with no user intervention required.

Support for business intelligence tools – AIE provides access to all customer data and content via

ODBC/JDBC connectivity and full SQL support. This supports in-depth business intelligence by

customer, demographics, location, or business unit.

About Attivio

Attivio’s Active Intelligence Engine® (AIE), redefines the business impact of our customers’ information

assets, so they can quickly seize opportunities, solve critical challenges and fulfill their strategic vision.

Attivio correlates disparate silos of structured data and unstructured content in ways never before

possible. Offering both intuitive search capabilities and the power of SQL, AIE seamlessly integrates with

existing BI and big data tools to reveal insight that matters, through the access method that best suits

each user’s technical skills and priorities. Please visit us at www.attivio.com

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Attivio, Inc. • 275 Grove Street • Newton, MA 02466 USA

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© 2013 Attivio, Inc. All rights reserved. Attivio, Active Intelligence Engine, and all other related logos and product names are registered

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