Marketing & Sales

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

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

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

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.