The Value of Proactive and Personalized Engagement

In today’s banking landscape, the traditional sales-centric one-size-fits-all method of lead generation isn’t enough to connect with consumers. This method fails to understand, share, and respond to customer needs and sentiment. When customers make purchasing decisions, it’s based on emotion rather than raw logic.

It’s vital for banks to focus on displaying empathy by understanding the specific needs of customers and personalizing the response to increase trust and decrease friction.

Lead generation involves two-way communication. Relevant messages make consumers feel heard, while digital “dialogue” with the consumer improves acquisition, relationship expansion, retention, and customer experience. Ultimately, the customer benefits from relevant and personalized engagement.

For effective customer engagement, information should flow smoothly between the financial institution (FI) and the consumer. Throughout the customer journey, consumers send intent signals, self-disclose their needs and financial goals, and request help. FIs can respond by providing targeted brand and product information along with educational content.

Educational content is particularly useful as it points consumers towards the next best action by sending offers and even the option to schedule appointments. Through this model, FIs can continually enhance customer experience by increasing relevance.

Along with being proactive, personalized engagement further connects FIs with consumers by evoking emotional responses. Personalization creates a better mutually beneficial relationship defined by a shared understanding of a consumer’s specific needs and interests. To expand their reach, FIs can also embrace a more customer-centric Omni-channel engagement model.

Nurturing and directing a prospect improves customer experience through timely and relevant messaging – driving value for the consumer. The right engagement sends a strong message about service and reduces friction, and the time needed to find a solution.