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March 31, 2009
Remember the old saying about the cobbler’s children not having shoes? Technology solved that problem by making cobblers virtually obsolete. But that adage may still apply today, even to the technology providers themselves.
Yes, I’m talking about SySys. When you consider how easy it is to update content and data on a FundSysTM powered website… well, it’s just wrong that we haven’t updated our own website sooner. All I can say is we’ve been working so hard over the last five years implementing sophisticated content and data management solutions for our clients, that we haven't taken better care of our needs closer to home: our website, which in turn, also serves you, the client.
All of that is going to change. As you can see for yourself, our brand new website is up and running. And this is just Phase I. We’ll be adding content and features all designed to give you new ideas that you can use on your own sites.
In addition, I’m going on record with a solemn commitment to update this column on a quarterly basis. Because we work with so many different financial services companies, we get a unique perspective on technology related issues across the industry. I’m confident the insights posted here will be directly relevant to the work you are doing on a day-to-day basis. That’s my intention for this quarterly letter.
The main topic for this inaugural letter is the central problem I alluded to at the top: How do you find the time and resources to keep your website fresh, especially in a down economy? The answer is pretty simple. You have to make it a priority, because it won’t happen by itself.
In our case, our existing marketing team was thin so we had to begin to build. To that end, we hired David Freese, who brings a new dimension of expertise to SySys. He's worked in-house at Babson and Russell Investments, helping these financial services powerhouses build their global web presences. Prior to joining SySys he also worked as a marketing analytics consultant at ZAAZ, a west coast interactive agency with a blue chip client list.
Upon joining SySys, one of David’s first steps was to go to work on our brand, which he sees as the intersection of form, function and content. Form, of course, is the visual design, the look and feel. Function is what you get from FundSys, the interface that allows you to deliver data and content to your clientele in the most immediate and meaningful way possible. And content is…well…content.
At least that’s what most people think. But David realized that SySys could benefit from cataloging and formalizing our messages in order to communicate more efficiently, effectively and without the fog. He brought in consultants. Among them, XMedia Communications who especially helped us create content that’s informative, precise and relevant to your interests.
I don’t have to tell you, this economy has been tough on financial services companies. We’re being forced to do more work with fewer resources. And there’s a lot of communicating that needs to be done to cement the bond of trust with our customers and the public.
A FundSys powered website is a big boost. FundSys enables your in-house marketing team to get your messages out quickly, and without having to call in IT or create HTML coding for every new addition or update. All you have to do is write it and approve it and FundSys does the rest.
By using FundSys to project your firm’s brand identity and targeted messages, you have a powerful tool to cut through the clutter and reach your customers in a timely way.
Please let me know what you think. I’d love to hear your questions, thoughts and comments. Whatever may come to mind.
Warm regards,
Andrew Christensen
President and CEO, SySys Corporation
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