Marketing & Sales

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

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

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.

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.

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.

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.

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

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

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

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.