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Hearsay Summit 2020: Delivering a Human Client Experience in Extraordinary Times

A big thanks to each of the 500 marketing, distribution, and compliance leaders who joined us at the annual Hearsay Summit – for the first time ever, virtually! We were thrilled to have a highly engaged audience and incredibly insightful presentations from our customer and partner speakers.

A few of our key takeaways were published by ThinkAdvisor, if you missed the event or want to share it with colleagues. I’ve also highlighted a couple of my favorite moments below, in both written and sketch format.

Digital is a Permanent Priority

Kathryn Lattuca, leader of Emerging Experiences & Analytics at the Royal Bank of Canada, participated in our keynote presentation, and she shared that although they’ve been putting in very long hours over the past month, they are seeing some silver linings. The acceleration that occurred due to COVID-19 set the stage for a more seamless digital workflow. She believes the following positive changes are here to stay:

  • A stronger partnership between compliance and marketing to more quickly triage new content and better manage how and what is distributed
  • A focus on providing customers a seamless experience into digital entry points
  • Empowered advisors leveraging digital channels to build deeper relationships with clients, at the right time, on the right channel

This sentiment that while COVID is temporary, the changes to behavior and digital acceleration we’re experiencing as a result are not, was a theme throughout the event.

“Approachable Authorities” – The Importance of the Last Mile

Naveen Agarwal, Chief Marketing Officer at Prudential Financial, coined a wonderful term for advisors and agents, approachable authorities. Prudential’s purpose is “making lives better by solving the financial challenges of our changing world.” Naveen shared that Prudential’s advisors and the last mile communications with their clients are critical to fulfilling Prudential’s purpose, since their role is to really listen to clients. He explained, “We believe that, especially when it comes to complex decisions, when it comes to things where people have to be reassured, we think about what it means for you. Without that last mile it would be impossible to help the customer in the deep way that we want to. It’s critical for us that we get the last mile really nailed.”

To learn more, the full resources from the event are available on our Summit website.

Clara Shih

A pioneer in the social media industry, Clara developed the first social business application in 2007. Her latest book, The Social Business Imperative, is a Wall Street Journal-featured bestseller. She is a member of the Starbucks board of directors.

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