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A key theme to emerge from this year’s Digital Financial Services Summit, is that customer experience is a central and driving force for financial services organisations to remain competitive.
Attending the event, BlueChip heard from an impressive line-up of speakers including; Paul McCrory (Head of Financial Services and Travel – Facebook), Claire Rogers (Head of Digital Business Management – ANZ) and Rocky Scopelliti (National General Manager, Financial Services – Telstra Corporation).
During the two-day Summit, there was a focus on the challenges marketers face as a result of prolific technological change and the increased volume of business intelligence available to them, as well as how customer experience is taking centre stage as the role of social media and digital channels grows within businesses.
So how does your business stay relevant and competitive in this changing landscape?
Businesses must engage directly with customers, identify cross-selling opportunities and adapt to changing demographics and technology disruptions.
Here are three key ways to do this:
- Centralise your data: Rocky Scopelliti (Telstra) says that having business intelligence and customer data stored in one place – such as the cloud – and having a common set of analytical tools will allow organisations to see patterns of behaviour at the customer to business level. Organisations who have this will have a competitive advantage as they will be able to access, analyse and react to information before competitors do.
- Multiply and integrate your touch points: Traditional channels are no longer enough to engage with your customers. Speaking about the Defence Bank’s initiatives, CEO John Linehan talked about creating a seamless experience for their members via an omni-channel engagement strategy. This would integrate ‘face-to-face’ services and digital / social channels; personalise all interactions – no matter the stage of the buying process; the use of mobile-centric technology and digital innovation to increase accessibility; and include planning, advice and education across channels.
- Personalise the customer experience: Both Rocky Scopelliti and Claire Rogers (ANZ) urged organisations to realise that customers are increasingly expecting to receive personalised experiences. Organisations should take the guesswork out of trying to determine what customers want by looking at the way customers move through their experience with the organisation and addressing their pain points at each stage.
Whatever your business or communication objective, according to the various speakers at Digital Financial Services Summit, it is important to consider how a seamless digital experience powered by deep insights can help. So how is your business faring?
