The digital customer interface

The market for financial services is fragmented. A customer can easily purchase different financial products from different financial institutions. There is little added value to be gained by customers who bundle their banking transactions at a single institution. A bank faces fierce competition from other institutions when finalising each additional product – in a situation where direct contact with customers is increasingly dwindling and it is difficult to establish or maintain customer relationships.

Online applications that are perfectly easy to use with a full focus on the fast processing of transactions as well as comprehensive and clear reporting are essential so as not to actively put off existing customers. In addition, a bank needs useful service features that inspire customers and keep them on the platform.

When it comes to communication, it is essential to use the right storytelling to continuously reach existing and potential customers. All channels need to be properly orchestrated. Here, we focus on the following points:

• Create experiences to inspire customers and make a positive lasting impression on them. Topics relating to the individual experiences of the interested parties are chosen.
• Reach target groups and attract attention with relevant content. During digital application processes, case-closing assistance is provided without media disruptions and with maximum conversion.
• Omnichannel presence in the B2B and B2C sector to provide suitable content and offers – on the website, customer portal and in social networks.
• Always ready to provide information on current marketing activities and successes

• 1. Customer expectations that continue to change - More and more customers expect an intuitive, customer-friendly, seamless and entertaining digital user experience – just as they are already used to in other areas of their lives.
• 2. Increasing competitive pressure from neobanks, fintechs and ‘big techs’.
• 3. Growing importance of customer data and its in-depth analysis using technological developments – such as advanced data analytics and artificial intelligence (AI).

• Hyper-personalisation and omnichannel communication
• A holistic view of the customer (360 degrees) – including integration of external data (Know Your Customer (KYC))
• The development and operation of end-customer portals
• The optimisation of sales and digital application processes
• The full-scale design of digital campaigns – including the introduction of marketing automation tools

Lead management with marketing automation – how it works

Many companies are embarking on the journey of digital transformation, especially in marketing. The task is to turn interested parties into customers and ultimately into lifelong fans. The use of modern strategies, methods and scalable tools provides the decisive basis for guaranteeing the future success of lead management. You can find out how this works in detail in our white paper.