Customers’ expectations of companies have steadily risen as technology upends traditional engagement
standards, thereby raising the bar for marketers to foster highly relevant journeys. Financial services is no
exception. With more data and channels at their disposal, financial services marketers must expand beyond their historical purview to connect with customers where and when they want.
Here’s an overview of how financial services marketers are adapting to this new reality.
- Marketers Shape the Customer Journey in Financial Services
Today’s customers won’t settle for one-size-fits- all engagement, and they expect highly relevant experiences. In fact, 76% of customers expect companies to understand their needs and expectations.* This means that marketing’s historical tactics of “spray and pray” messages are no longer sufficient, and financial services marketers are turning to a new slate of strategies to engage individual customers.
Financial services marketers’ top three priorities provide a glimpse of their new missions. First and foremost, they are focused on engaging with customers at their exact moment of need in real time. Second, they strive to identify and invest in the tactics and channels that provide the best returns. Third, they are embracing customer journey strategies that consider the individual’s entire relationship with a company— before, during, and after a sale.
- Data Unification Takes Center Stage
- Real-Time Engagement Moves to the Core of Marketing Strategies
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