Katie Kuehner-Hebert
Sep 22, 2022

With countless pitfalls possible, institutions must stay focused on what’s important to better ensure a smooth integration.

Customer engagement is a two-way street.

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“Know your customer” (KYC), while a critical regulatory requirement, can quickly get gummy and frustrating when data is scattered across multiple systems.

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Can marketing’s creative, spontaneous spirit productively partner with IT’s more structured, security-obsessed culture? It has to.

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Let’s say your bank or credit union wants to raise its customer experience game.

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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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Velcro, Kleenex and Jell-O: Many brands have become so much a part of people’s lives that they are now used as universal references for all products in that category—or sometimes verbs, as is the case with Google.

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Faster than you can say “analytics,” bank marketers have gone gaga for data: Data this, data that, data as the new (choose one) oil, electricity, rocket fuel.

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Baby boomers hold the keys to the American Dream.

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From small community banks and credit unions to multinational megabanks, the financial services industry has undergone myriad changes thanks to the fintech revolution.

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Mobile banking is exploding with new ideas from voice-first development, to putting humans back into the digital experience; to artificial intelligence and advanced biometrics.

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Customers continue to value relationships with their banker at the branch.

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