The key to creating an ideal customer experience is to know the customer’s needs and wants out of a service or product.
MEDIA 7: Congratulations on being listed as one of the ‘Top 25 Women Leaders in Financial Technology of 2020’! What encouraged you to pursue a career in finance?
JEANNIEY WALDEN: Thank you! I actually didn’t plan on pursuing a career in business in the beginning. Sometimes, you unexpectedly stumble on a path and end up enjoying it. After graduating college, I was struggling to find a teaching position and ended up working part-time at JCPenney. At JCPenney, I improved my team’s performance and with hard work, I made it all the way up to the corporate office, where I first got to learn about the business and marketing.
With time, I was exposed to email marketing, delved deeper into data analytics, and realized that I was passionate and great at marketing. Since then, I have had opportunities to work at Fortune 1,000 businesses, startups, and run my own business. As the Chief Innovation and Marketing Officer at DailyPay, I focus on strategizing creative and data-driven marketing campaigns for DailyPay that target prospects from all industries.
M7: What are your best practices for creating an ideal customer experience at DailyPay?
JW: The key to creating an ideal customer experience is to know the customer’s needs and wants out of a service or product. Our pursuit of providing the “gold standard” of service to our partners is the reason we are the preferred vendor for Fortune 500 companies, why we have the best NPS score in the industry, and why we have never lost a partner.
We have a deep commitment to excellence in everything we do — from product innovation to guaranteeing perfection in our customer service. We constantly are looking to level up and move the line. To that end, we regularly solicit feedback from partners and users that will help us develop solutions that truly solve their pain points and improve our offering. One example of leveraging real-world feedback into a DailyPay solution is through our ExtendPX offering, which enables HCM and Payroll companies to give their clients customizable services that provide a full end-to-end pay experience.
We also have a dedicated team called Total Excellence, which is dedicated to helping our clients’ on-demand pay program thrive. The team implements strategic launch strategies and focuses on delivering better service to our clients.
Focus on producing a “pillar” piece of content that not only transcends time but can be reused and transformed into different pieces of content.
M7: What marketing channels do you use and which ones do you see as the most promising, given your target customers?
JW: We have always tapped into multiple marketing channels. After the pandemic hit, we have been heavily relying on digital, internet marketing channels like updating our website, SEO strategy, press, blogs, whitepapers, webinars, podcasts, online events, and social media. In the pandemic-affected world, our digital marketing channels have played an increasingly pivotal role in increasing our customers.
M7: As a CMO, what do you believe are the top three marketing challenges in the post COVID-19 era?
JW: Marketing on a budget
The pandemic has impacted many businesses’ finances and budget cuts have been in effect for many companies. Marketing teams will have to get creative with marketing their content and should focus on reusing and repurposing existing content. Businesses will have to discern what to spend their finances on and budget accordingly.
Like all areas of life and work, digital acceleration is required to survive in the post-pandemic world. For businesses that are not using the most up-to-date technology, it will be a challenge to get an entire workforce to use new technologies. However, companies must adapt to stay ahead of the curve as more businesses rely on technology and digital strategies. With an increase in reliance on technology, it is crucial for businesses to utilize digital platforms to achieve the best marketing results for their campaign.
We learned from the pandemic that anything can happen and companies need to be ready to reprioritize and switch marketing strategies. At DailyPay, we had been working months on a marketing campaign that was set to launch the week when the world shut down. But, we had to abandon our campaign and devise a new strategy within days. In the post COVID-19 era, marketing teams can’t expect normalcy and must be prepared for the unexpected as the world continues to shift and change. Companies must be ready to switch their marketing gears when required to stay afloat.
Like all areas of life and work, digital acceleration is required to survive in the post-pandemic world. Companies must adapt to stay ahead of the curve as more businesses rely on technology and digital strategies.
M7: How has COVID-19 affected the FinTech industry? What was DailyPay’s strategy to recover from that?
JW: COVID-19 made all of us take a step back and think differently about the world. This new mindset has opened doors of opportunity and creativity. As businesses are accelerating digitization and looking for unique digital offerings, the FinTech industry has been garnering much attention.
Most companies realized the benefits of a DailyPay solution and have been viewing it as a necessity. We’ve seen an unprecedented amount of interest in our solution and at the peak of the pandemic, DailyPay usage went up to 400%. Most Americans just don’t have enough savings to bulk buy in the unique emergency that was last March.
During a recent HR Tech Panel, Kroger, a DailyPay client, shared how DailyPay was one of the fastest benefits rollouts the company has ever done. They most recently leveraged DailyPay to deliver checks during the recent Texas snowstorms. The pandemic has helped companies finally understand the necessity and value of a DailyPay benefit.
A recent Harris Poll showed that 36% of employed Americans say they rely on financial assistance programs offered by their employer for financial guidance and advice. DailyPay saw this as a real opportunity to support American businesses rebound while supporting the American worker.
M7: What’s your smartest work-related shortcut or productivity hack?
JW: Focus on producing a “pillar” piece of content that not only transcends time but can be reused and transformed into different pieces of content. A pillar piece of content is a foundational piece that holds a large amount of information- you’re really able to break it down into smaller pieces of content, like a video or a social media post, and create more niche pieces that focus on a specific topic. This system of utilizing one main piece to form various content enables a business to efficiently mass-produce relevant content.
At DailyPay, we are able to create videos, infographics, blog posts, articles, and other valuable pieces of content from one research study. We find that different pieces of content are suitable to share with different audiences. The press finds it easier to digest our statistics when it’s in an article format. Our customers don’t have the time to read through an entire article and would prefer a more animated version like a video. Since we utilize the resources we already have and repurpose or recycle them, DailyPay is able to save time, effort, and money.
M7: What is your advice to the women who want to carve a way in the FinTech industry?
JW: Find and develop a strong support system with individuals dedicated to helping you grow personally and professionally. Your support system might be in the form of one good mentor or it could be a group of women from your company’s employee resource group. Size doesn’t matter. It should be comprised of people who are rooting for your success and can help you when faced with a roadblock in your career. Everyone faces difficulties in the workforce and having an extra pair of eyes will help one see a situation more clearly.