Revenue growth is one of the biggest challenges facing financial institutions today as growth remains mixed. Firms invested significantly in new capabilities and service models to differentiate, yet these efforts have largely failed. Our research reveals that one of the most formidable drivers of competition financial institutions face today comes from an unexpected source: their own customers.
With increased access to information before purchasing, “empowered customers” are less brand loyal, more likely to switch, and more likely to disintermediate suppliers from their decision-making processes. CEB research shows that the average purchase decision is almost 60% complete before the customer’s first contact with a potential provider.
This year's summit will focus on how technology is enabling financial institutions to act on the two critical components of a strategy that wins with empowered customers: client engagement and staff enablement.
Fu’Ad Butt, Head of Digital Marketing Practice will be presenting on
Abstract: Banks are placing greater emphasis on digital channels to close the sales gap, increasing annual spend on digital marketing technology; however, the nature of the digital customer has inherently changed the approach towards selling. This session teaches banks how to work with the unique characteristics of digital customers by embedding tools and experiences that customers can use to enable learning.