![]() ![]() When banks try to sell mortgages to 21-year-olds there’s a disconnect because, as Jimenez says: “You're not doing the hard work of really understanding your customer.” Together the note that lifecycle and lifestyle marketing isn’t personalization. ![]() Jimenez notes that even when banks go to market with a customer-first message, “ROI is always going to come first, despite the mission being all about the customer or all about the member.” “If your decision-making framework is either bank first or customer first, you're never gonna get to fair exchange of value,” she says, “because no more important than the other.” High says that banks need to do a better job of understanding that “brands and the customer experiences you build have to feel personal” and that banks shouldn’t be customer-first. Welcome to the premier installment of #TakeItToTheBank, our new series of financial services conversations on *Silo Busting.* In this episode, Liz High, co-author of *Think like a Brand, Not a Bank: 5 Practical Strategies to Unlock Innovation, Connect with Customers, and Grow,* and Alex Jimenez, Managing Principal, Financial Services Consulting at EPAM, get into how banks do, and should, approach personalization.
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