On this episode of the BAI Banking Strategies' podcast, we talk with CarrieAnne Cormier, digital banking strategist and retail banking officer with Avidia Bank in the Greater Boston area.
Branding expert Jonathan Salem Baskin says bank marketing needs to focus more on improving customer interactions than building brand image.
Bank marketers possess enormous amounts of data but need disciplined analysis to extract actionable customer insights.
An effective branding program requires a disciplined process of deciding on the appropriate components of your brand value and following through.
The challenges of transitioning from mag stripe to chip-and-pin EMV cards can be overcome by breaking the process down into manageable pieces.
Retail bankers must start coming to grips with social media as an emerging marketplace. Defensive PR is one thing, but the larger goal is proactively building online rapport.
To encourage mutually rewarding relationships with their customers, bankers need to create experiences that show the institution values them as people.
Paul Kadin of Citibank describes how marketing executives can work with other departments of the bank to align brand promise with the customer experience.