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Client eLearning
Re-visited
By Rick Nigol
A few weeks back I lamented the paucity of good examples of eLearning for clients / potential
clients, and then posted some examples of client eLearning that folks had sent to me the following week.
And then recently I was sent an email from the bank (Scotiabank) I
criticized in my original posting on this subject, noting that they
had changed their online client education efforts quite
substantially. Their new initiative is called MyVault, and
it certainly is an improvement over what they had done previously
(i.e. sending me to sites that were collections of PDF downloads
very similar to things they had already sent me in the mail).
They had obviously been working hard on improving
their client eLearning efforts long before I leveled my criticisms,
so I cannot take any credit for the turn-around. But what a
turn-around it has been. MyVault provides users with an array of
online resources to personalize their own financial education, and
online interactive tools with which to make key financial
calculations and decisions.
Specifically, MyVault is organized around five
key areas as follows:
My
News
My
Plans
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You have access to a personal calendar, to-do
list, cash flow tool, and links to various documents that you have
saved while navigating the site
My
Library
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You have access to all issues of the bank's
newsletters, various financial articles, podcasts, and a financial
glossary
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You can read advice from financial advisors and
submit topics you want them to cover
My
Community
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You can join online discussions on a number of
financial topics (e.g. investing, borrowing, home ownership,
taxes, etc.)
My
Tools
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You can use a number of interactive tools to do
various personal financial calculations (e.g. retirement savings
plan, net worth, optimal mortgage payment schedule, mortgage
comparisons, rent vs. own calculations, manageable debt
load)
MyVault goes way beyond the digital brochure
approach that most organizations use for their client education
initiatives. It allows the user to personalize their learning
experience and to better understand complex financial processes by
interacting with easy-to-use online tools. This is a great value-add
and has the effect of engaging both existing and potential clients
much more deeply than just reading standard and static marketing
materials. On top of this, Scotiabank has created an attractive,
colourful and easy-to-navigate interface for MyVault (very non-bank
like....see above).
Think about this approach for your organization.
Are there ways that you could provide a more personal, interactive
and educational experience for your clients and those you wish to
attract as clients?
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