Amy George
Jul 8, 2020

One side isn’t reckless about risk, and the other knows more words than "no."

Here’s how I think about successful customer relationships these days: Entanglement does not equal engagement.

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Despite a newfound fascination with customer engagement, banks know it’s a constantly moving target that doesn’t reward indecision or momentary distractions.

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Financial services professionals traditionally see their marketing efforts through the lens of the “sales funnel” or “marketing funnel”; it’s been that way for decades.

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It’s been almost 250 years since Adam Smith penned “The Wealth of Nations,” helping set off an industrial revolution now in its fourth iteration.

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While social media has become an important marketing channel in the financial services industry, many banks maintain a presence simply for the sake of it.

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In financial services, the customer loyalty battle has evolved to where rewards programs must offer more than points—for after all, traditional one-size-fits-all points programs succumb to attrition and inactivity after a few moments of intrigue.

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Like an overwhelming number of banks, Wells Fargo wants to treat its customers individually.

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It’s no secret that happier customers are our most loyal, dependable customers.

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As anyone in financial services knows, an influx of new players has flooded the consumer lending marketplace.

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Refinance your home! Buy a car for a low fixed rate! When they interact with consumers, some banks seem to prefer a one-size-fits-all communications model with a heavy emphasis on product pitch.

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