With the Financial Services industry experiencing greater change than ever before due to widespread digitization and ever-growing consumer expectations, the role
of customer-centric marketing has never been more important to attract and keep long term, loyal customers.
Traditionally, Financial Services marketing has been campaign driven and product centric. Product centric marketing focuses internally, which leads to a poor customer experience due to a myopic point of view. The approach does not take the customer’s unique context into consideration or harness the power of engagement over multiple channels of choice.
Over the past year, we have worked with several financial institutions, helping them accelerate their journey from product-centric to customer-centric marketing.
Based on these engagements and our learnings we have created this strategic 5-step guide for senior executives on how to activate their customer centric marketing strategy.