It’s a challenging, complex journey to personalisation in financial services
After the third time my one-year-old wakes me up I struggle to go back to sleep,
Banks have a far more difficult road ahead — your finances are arguably more important than your entertainment, and finding the right suite of products for the right customer is an imperative. We need to predict whether someone is more likely to want to borrow or save, make sure the former is affordable or the latter is at the right term and interest rate for their needs. In addition to this, we need to take care to only approach customers on channels they have consented to engaging on.
Unsurprisingly, we also found that many millennial and Gen-Z customers want to be engaged on their own terms, prompting a move away from solely focusing on traditional, outbound sales . Social media provides a unique opportunity to engage on the more personal side of someone’s finances and social listening allows deeper understanding of the intention and sentiment behind these interactions.
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