From B2C to B2I

Motilal Oswal Financial Services has created a sharp focus on customer data gathered over a period of time to understand customer behavior better and provide services/products in line with their needs and sometimes even anticipating their future needs. Arun Chaudhry, head, Online Business & Product Development, Broking & Distribution at the company says: “We use extensive transactional data to understand client preferences in terms of trade size, risk tolerance, affinity towards certain sections and provide customized data only for a particular client. Through efficient use of customer analytics, we are moving from B2C to B2I model, thereby catering to every individual need as compared to a customer need. Our customized calls are displayed directly to the customer and also to his advisor so that there is a higher propensity to trade and in turn generate business, while keeping the client interest foremost at all times.”

Another example is processing all possible permutations to gauge the customer engagement behavior across touch points and provide real time notifications on positions, research ideas and product details. Chaudhry says data is used to help clients review their holdings and club this data with their past behavior and risk profiling to generate a real time report on the ‘portfolio health’. The company also recommends changes and advantages across equity, MF and PMS to help the clients optimize the risk vs return matrix. This advice given to the customers is executable at the click of a button.