Managing the Customer Journey & Enhancing Financial Services Marketing
Charles Schembri, Vice President at Psyma
The customer journey in financial services continues to evolve as new online communication channels and service delivery methods are introduced into the client experience. As such, financial services firms need to constantly measure and monitor their marketing and communications efforts to ensure messaging is clear, consistent, and resonating with the proper audiences through the right channels.
With the right information and analytics, firms can do three things to achieve growth vis-à-vis enhanced marketing tactics geared towards improved management of the customer journey.
Connect online and offline marketing efforts
Although financial services firms are shifting marketing and advertising dollars to digital outlets, offline media remains important. As different generations of customers and prospects use certain forms of communications and become familiar with others, firms need to ensure they are using consistent and unified messaging across all platforms to reinforce communications throughout the client’s journey. By connecting online and offline marketing efforts firms can increase brand awareness and brand recognition while strengthening brand cues.
Maintain a consistent brand experience across physical and virtual mediums
Financial services firms with multiple delivery channels rarely offer a consistent brand experience across all channels. A uniform experience across physical and virtual channels will help promote customer and prospect delight across the different means by which they may encounter the brand. Most importantly, consistency will help minimize confusion and disappointments throughout the customer journey.
Improve experiences across all customer segments to stay relevant
Financial firms that cater to a single audience, demographic group, or market segment are at a significant disadvantage. Improving experiences across all customer and prospect populations is critical to staying relevant and achieving ongoing success. A cohesive approach to improving the customer experience across different segments of the population will help financial services firms prove their ability to adequately meet the needs of a diverse set of customers with an equally diverse set of products and services.
The Bottom line:
With more touch points than ever in the financial services sector, firms must ensure they are using the right channels to reach their audience. At the same time, communications must be consistent to deliver the same brand experience and comparable levels of service throughout the entire customer journey. Through our custom research services, Psyma can provide actionable insights and information to help you achieve these goals.
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