Pressure on financial institutions to match the customer experience of tech-based companies isn’t new. For years now, the convenience of on-demand services from wildly popular brands like Apple, Amazon and Uber has been changing the way consumers interact with companies. See why our team thinks there are now solid opportunities for FIs to reach the higher bar and retain customers.
This advice pulls no punches. Click for virtual event best practices, plus examples from banks and credit unions!
Marketing in times of crisis? The question of whether it is appropriate can have multiple answers. Understanding and planning for the impact on your overall brand, both in the short term and long term, should be explored.
Branding during a crisis is all about the appropriate response. In the case of healthcare providers and payers, in times of stress and uncertainty, responding by focusing on the customer experience is key.
Instead of just converting traditional bank services to the digital environment, U.S. Bank let customer input and technology inform a new paradigm of services. The result is the new U.S. Bank Mobile App, designed to re-imagine the customer experience and offer something that customers can’t get anywhere else.
Successful customer experience programs advance member-focused internal cultures, simplify processes, continually deepen the FI's understanding of member experience and implement ongoing, targeted improvements.
When it comes to current messaging, most FIs promote Alexa skills and proprietary chatbots as convenient ways to access basic account information and conduct simple transactions, but in the future we’re likely to see greater emphasis on customer relationships and consumer engagement.
Financial brand onboarding and welcome kits can be disorganized and non-cohesive and often contain too many inserts. Instead of building the brand, they can dilute it. There's a better way to create a customer relationship with a terrific brand experience.
Bank websites with responsive design improve the customer experience, so when M&T relaunched its website, it heavily promoted that the new site "works across devices." We like this approach: regional banks not only need to provide excellent service but also show customers they can compete with top banks.
What can your favorite brand teach you about bank marketing? We’re willing to bet it boils down to a customer experience that can’t be beat.