Human touchpoints are being eliminated with continual process automation, giving customers direct online and mobile control over their financial accounts. Tasks that once required a customer to walk into a bank or credit union are now carried out through the touch of a finger on a screen or keyboard. In turn, automation is altering consumer expectations, and marketers are realizing that static content is on its way to extinction.
Hotwire PR’s seventh annual “Communications Trends Report” highlights the fact that consumers expect timely, relevant and personalized content in real-time (think Snapchat, Periscope and Meerkat). This trend shows that customers now expect to feel as though they are receiving exclusive content while being a part of instant communication. This means they will be more responsive to personalized dynamic communications on all branded print and digital documents as well. As a financial institution, now is the perfect opportunity to provide real-time messaging to your customers for retention, cross-selling, upselling, and/or utilizing affiliate advertising.
Dynamic Messaging allows you to present strategic messaging to all customers or a specific target group and use consumer-facing marketing space by targeting account holders with products and services that best fit their needs. There are many ways to incorporate dynamic communications on specific customer criteria, including account balance, zip code, gender, or marital status, to name a few. You don’t have to reinvent the wheel in compiling data because you already have it. Why not use it to increase your bottom line?
Here are some tips on harnessing the power of dynamic messaging on customer-facing digital and print communications:
1. Target to individuals, not groups. Not all customers are created equal, so personalization is key! In a recent survey, only 21% of individuals reported that marketing messages they receive are “usually relevant.” This low percentage provides you with an opportunity to stand apart from all of the usual communications your customer receives on a daily basis by presenting them with messaging that is targeted specifically to their needs.
2. ABC- Always Be Changing. If you’re in sales, I know your first thought at seeing that acronym was, “Always Be Closing.” I think these two sayings go hand-in-hand. A colleague of mine once told me, “A static website shows your audience that your organization is static.” The same principle applies to all other customer communications. If your customers don’t see you moving forward with the times, they will be less likely to respond to your brand’s communications. A good practice is to re-evaluate messaging on a quarterly basis to ensure customers stay engaged.
3. Timing is everything. This ties both of the above points together. Say a customer has JUST opened up a savings account with your institution. Would it be wise to send them a document the following month containing an ad with the messaging, “Open a savings account with us?” No. Instead, maybe it’s time to start sending them ads about an auto or home loan.
The opportunities to speak to your customers on a personalized level without any human touch points involved are endless. As customer communications continue to shift, the importance of dynamic communications will continue to increase. To learn more about dynamic messaging, click here.