The Financial Services Forum is a community of marketing leaders across the financial services industry, aiming to improve their members’ individual and corporate marketing effectiveness.
Embrace Digital Director Paul Wreford-Brown contributed his opinion on what contributes to customer loyalty in financial services.
He says, ‘From a digital perspective, a good online retailer always impresses me – creating experiences which work whatever device you are using.
I’m also drawn by emails relevant to my browing habits – if I’ve been looking at a certain product online I like the follow-up emails providing me with options.
If I do re-engage with the website it’s great when the experience has been customised around what I’ve previously shown an interest in.
However, financial services are not simple purchases, so the mindset should be adapted – here useful content is crucial. Customers will do their research so savvy brands will use content across digital channels to personalise the experience, draw customers in and keep them coming back.
At Embrace, we call this digital engagement ‘Bringing Customers Closer.’
Paul was last featured in the Financial Services Forum last year as part of the their 60 second thought pieces on 20:20 vision.