As a financial services marketer, you have a wide variety of products, offers and content on your site. But not all of these resources are equally relevant to each visitor. Some visitors are new while some have been customers for years. Some visitors are financial beginners while some are tenured experts. How can you help each of them find the resources that will be most relevant?
By using real-time personalization on your website or app, you can better acquire, retain and upsell customers with more relevant digital experiences. And there is a lot of research that indicates that financial services customers want more personalization. For example, according to a study done by GfK, one in five banking customers would be willing to move to a new bank to access personalized services.
Last week, our experts Jonathan Ranger and Yali Levy (Chief Customer Officer and Customer Success Director, respectively) presented a webinar called Personalization for Financial Institutions: Enriching Each Customer’s Experience to Drive Bottom-Line Results to inspire you to think about personalization on your own financial services properties.
Jonathan and Yali provided personalization ideas across three areas:
It may sound like a challenge to personalize your digital experiences for prospects who, unlike customers, haven’t given you any information yet. However, you know their geolocation and their referral sources (email campaign, social, paid search, etc.), and that’s a good place to start. Once the visitor has browsed your site, looking at different products and pieces of content, you can personalize his experience to align with his intent.
Personalization doesn’t stop once your prospects become customers. Your customers are thinking about you while they are managing their accounts, so you should use this time to engage with them. Remind customers of new features that have launched since the last time they signed on, features they have never used, etc. Using personalization can ensure that customers have a better experience, reducing churn.
Rather than promote additional products randomly to your customers, use the data that you already have (and are constantly accumulating) about your customers. You can do this by leveraging your CRM data to learn what products the customer doesn’t already have, or use behavioral tracking to gauge interest in specific products or features. For ideas on what this could look like, check out the webinar replay.
For more examples of how you can use real-time personalization to acquire, retain and upsell customers on your digital properties, watch the webinar replay or download our new eBook, The Personalization Imperative: Insights and Examples for Financial Services & Insurance.