keyboard_double_arrow_left

Intent Scoring in Customer.io for Fintech

Integrating Summit &

Customer.io

Easily pull the results from your

Intent Scoring

app into your

Fintech

workflows and journeys.

Feature check
Customizable
Feature check
No-code Editable
Feature check
Trigger-based
Feature check
Flexible

Summit's intent scoring model, when integrated with Customer.io, offers an advanced and nuanced approach to assess a prospect's engagement and intent to purchase, renew, or take an action. This combination leverages both Summit's sophisticated scoring capabilities and Customer.io's robust automation and segmentation features. Here’s how this process is enhanced by integrating with Customer.io:

Key Components of an Intent Scoring Model Integrated with Customer.io

Parameter Inputs

  • Inputs such as web sessions, email interactions, and page visits are essential. The recency of these activities, tracked through Customer.io’s event tracking system, plays a crucial role in scoring.
  • These parameters are adjustable to align with industry-specific triggers, leveraging Customer.io’s ability to capture a wide range of customer data.

Scoring Mechanisms

  • Utilizing decay functions and recency calculations, the model prioritizes recent activities, a feature that syncs well with Customer.io’s real-time data processing.
  • Scores are capped using diminishing returns, ensuring they remain within realistic bounds, a principle aligned with Customer.io’s data-driven approach.

Weighted Scores

  • Activities are weighted differently, a feature that can be customized to match business priorities. Customer.io’s segmentation capabilities can be used to further refine these weightings based on customer behavior patterns.
  • The flexibility of adjusting weights allows for seamless integration with Customer.io’s dynamic segmentation and targeting features.

Overall Intent Score Calculation

  • Summit calculates individual activity scores, which are then aggregated to an overall intent score between 0-5. This score is then utilized within Customer.io for segmenting and targeting customers.
  • The intent score provides a clear and interpretable metric, which can be used within Customer.io to trigger personalized marketing campaigns and automated workflows.

Enhanced Benefits with Customer.io

Simplified Complexity

The integration translates complex engagement behaviors into actionable insights within Customer.io, allowing for more targeted and effective customer interactions.

Customizable Journey Mapping

The flexibility in scoring and segmentation allows businesses to create customized journey maps in Customer.io, tailored to various levels of customer intent.

Balanced Engagement Strategies

The recency and engagement balance in scoring complements Customer.io’s ability to engage customers at the most opportune times.

Actionable Data Insights

The intent score, used within Customer.io, helps prioritize leads, making outreach strategies more efficient and data-driven.

Adaptable Campaigns

The extensible nature of Summit’s scoring system allows Customer.io users to continuously adapt their marketing campaigns and strategies based on evolving customer behaviors and market trends.

The integration of Summit's intent scoring model with Customer.io represents a powerful combination for businesses looking to optimize their lead scoring and engagement strategies. This collaboration provides a data-driven, flexible, and interpretable system for measuring purchase intent, significantly enhancing the ability to prioritize efforts, focus on high-intent leads, and tailor strategies for maximum conversions and customer engagement.

Start using

Intent Scoring

in your

Customer.io

workflows

Integration arrowsIntegration arrows

Intent Signals (Triggers) for Fintech

For a fintech service, recalculating lead scores involves identifying triggers that reflect user engagement, trust in the platform, financial activity, and potential for long-term usage or upsell opportunities. In the fintech sector, these triggers often relate to financial behaviors, security interactions, and user engagement with various financial services. Here's a list of potential triggers for recalculating lead scores in a fintech context:

User Engagement Triggers

App or Service Login and Usage Patterns
  • Frequency and regularity of logins.
  • Duration and depth of engagement during each session.
Account Management Activities
  • Updating personal and financial information.
  • Active management of account settings and preferences.
Financial Transaction Activities
  • Frequency and volume of transactions (transfers, payments, investments).
  • Diversification of transaction types (e.g., using multiple financial services).
Engagement with Financial Tools
  • Regular use of budgeting tools, financial calculators, or investment simulators.
  • Setting and tracking financial goals.

Financial Behavior Triggers

Deposit and Savings Patterns
  • Consistency and frequency of deposits into savings or investment accounts.
  • Growth in savings or investment balances over time.
Credit and Loan Activities
  • Applying for and using credit products (like credit cards, personal loans).
  • Consistency and timeliness in loan repayments.
Investment Activities
  • Engagement in investment platforms (stocks, bonds, mutual funds).
  • Adjustments to investment portfolios or strategies.

Security and Compliance Triggers

Security Interactions
  • Setting up or updating security features (two-factor authentication, biometric logins).
  • Responsiveness to security alerts or notifications.
Compliance and Verification Actions
  • Completeness and timeliness in fulfilling KYC (Know Your Customer) requirements.
  • Responsiveness to compliance-related queries.

Subscription and Upsell Opportunities

Premium Feature Usage
  • Subscription to premium services or features.
  • Usage intensity of premium offerings.
In-App Purchases
  • Frequency and type of in-app purchases (like credit score checks, financial advice).
Upgrade and Cross-Sell Responses
  • Responsiveness to offers for upgraded services or additional products.
  • Participation in loyalty or reward programs.

External Engagement

Referral Activity
  • Referring new users to the fintech platform.
  • Engagement with referral programs.
Feedback and Community Participation
  • Providing feedback through surveys or review platforms.
  • Participation in fintech community forums or discussion groups.

In a fintech environment, recalculating lead scores based on these triggers can help in identifying users who are actively engaged with the financial platform, are potential candidates for upselling or cross-selling financial products, and demonstrate trust and reliability as clients. This approach enables fintech companies to tailor their services, optimize their marketing strategies, and enhance user satisfaction by focusing on their most promising users and meeting their specific financial needs and behaviors.

Learn more about how to connect Summit to Customer.io here.

Everything you need to start scoring leads today.

Add Summit to any workflow in minutes.

Star image, right
Bolt, longBolt, short
Calculator illustration