Vacatures in Marketing

The Future of Customer Experience in Banking is Personalized

Bron: ByJim Mourus, on The Financial Brand - 10 mei 2021

Financial institutions must combine data, analytics, technology, and marketing automation to deliver a personalized experience that is customer-centric. Engagement must be based on real-time changes in consumer behavior, avoiding traditional product sales pitches but providing proactive recommendations that are fast and easy to deploy and respond to.

To a greater degree than ever, physical and digital channels are being integrated through data, advanced analytics and modern technologies. Consumers no longer accept being “forced” to use a banking channel they don’t want to use, or to have other interactions be time consuming and difficult. These expectations, combined with the level of personalization provided by big tech and fintech firms, are putting pressure on the marketing departments of financial institutions to catch up.

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