The financial services industry is among the leading industries when it boils down to embracing the multichannel consumer. However, multichannel alone is not enough, research shows. Personalization is key as well.
Several financial services companies work with Selligent Interactive Marketing to realize a cross-touchpoint and multichannel strategy (read the BNP Paribas Fortis case study here, for instance).
The number of consumers embracing mobile and the Internet keeps growing. Nevertheless, when dealing with personal-finance matters, consumers often still prefer to be in touch with their local bank branch.
According to a new report by Avaya and BT, approx. 73% of consumers - depending on the region - see their local branch as the most vital link in their future interactions regarding their finances.
At the same time, the consumer is increasingly multichannel with an exception for social channels, which seems quite obvious when looking at the very personal nature of financial matters.
Personalized customer experiences across all channels
According to the report, the key to offering a proper multichannel experience while offering digital interactions, using mobile but also chat, for instance, is by enabling the same personalized experience as when interacting with local bank branches.
Regarding customer service, a telephone call to the contact centre remains the first stop for resolving a complaint or issue, the report further says. Another interesting finding, from the multichannel perspective, is that 41% of respondents want access to free wi-fi in their local branch.
Personalized and multichannel experiences are essential. The same goes for marketing interactions. With Selligent Interactive Marketing, that's exactly what we offer, both regarding marketing and interactions between consumers and their banks or other financial services partners.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.
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