Intelligent Fin.tech Issue 24 | Page 15

inancial services organisations need to

F match – and ideally exceed

– customer expectations . Nowhere is this more apparent than in the vital task of providing seamless experiences . Majority ( 89 %) of consumers report switching to a competitor after a poor customer service experience . After one bad experience with a company , 17 % of consumers will walk away . After several bad experiences , 59 % will leave , but customers aren ’ t impressed . They hugely value customer experience – but think that many financial services firms are falling short .

Only 27 % of consumers say they receive a seamless experience across their bank ’ s branch , online and mobile channels . Meanwhile 80 % of investors under 40 indicated they would leave their asset management firm if it failed to provide an integrated channel experience . Customers also value being treated as individuals , with . 72 % rate personalisation as ‘ highly important ,’ while Millennials place the highest value on personalisation ( 79 %), followed by 75 % of Gen Z , 74 % of Gen X , and 58 % of boomers . But again , they feel that in many instances it ’ s simply not happening . Only 43 % of customers and 34 % of high-net-worth customers feel that their bank is sending them relevant and personalised offers .

There ’ s good news though . Financial services organisations are aware of the challenges they face . . . They recognise that things need to change . phone calls . 85 % of financial services professionals believe that responding to customer expectations faster is an urgent need for the business . And with Adobe Marketo Engage , they can .

That ’ s because Marketo for financial services offers :

Seamless buyer and customer engagement

To keep audiences engaged across online and offline channels

Intelligent lead nurturing

To keep leads informed and engaged , including through automated delivery of personalised experiences

Streamlined campaign creation

To automate lead- and account-based experiences , including real-world , nonlinear buyer journeys

Measurable , impactful investments

To see what channels , touchpoints and content performs best

And superior availability too :

Monitored 24x7 and designed for exceptional fault tolerance and resiliency , the Marketo Engage system maintains 99.995 % or greater availability �

PRESENTED BY

Research among leading bankers showed the overall majority , 73 %, cite improving customer experience as their number one priority , followed by reducing operating costs . The report shows that 63 % of financial services organisations ranked customer experience as their top priority . Financial services companies are shifting their focus toward the customer experience – and that includes inbound

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