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.
Banks need to create better onboarding experiences, warns ABA Bank Marketing. In a recent article citing retail banking data, Sean McDade writes, “Your newest customers are the most unhappy and the most at risk.”
Let’s face it. Figuring out health plans can be intimidating. With this in mind, HAP set out to refresh its New Member Welcome Kit to better reflect its commitment to helpful, customer service. The Welcome Kit needed to speak to new members in a friendly, reassuring tone and provide clear instructions on how to take […]