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The Future of Financial Relationships: Customer Connection in a Digital Age

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In a presentation in London on 3 October 2018 Paul Stamper, Head of Financial Services at Ipsos MORI, examined the dramatic impact of new technology and thinking on how consumers and financial brands interact. We will explore how providers, both emerging and traditional, can build ‘emotional’ engagement with their customers in an environment increasingly dominated by digital interactions.

The nature of customers’ interactions with their financial services providers has changed beyond recognition in recent years. From in-person in a branch, to call-centres, to the internet and now smartphones, exchanges have become increasingly tech-driven and less human-based. These changes have created new challenges for providers, including how to build and maintain strong relationships with their customers.

In a sector where products are often quite commoditised, the ‘softer’ aspects of customer service and brand are where providers can really differentiate themselves – but how do you achieve a differentiated and engaging relationship with your customers in a digital world?

While received wisdom has been that it is harder to build strong, emotional customer relationships through digital channels, FinTechs and challenger brands are doing just this; introducing digital-only offerings and attracting customers with innovative new engagement models. Whether this includes producing personalised ‘experiences’, putting the needs of end users first or finding key connection points, new brands are flourishing in this challenging marketplace.

Which approaches will yield the best results and what are the FinTechs and the traditional players doing to ensure they’re relevant in this fast-moving area?

Publicada em: Economia e finanças
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The Future of Financial Relationships: Customer Connection in a Digital Age

  1. 1. Ipsos MORI – Future of Research CUSTOMER CONNECTION IN A DIGITAL AGE THE FUTURE OF FINANCIAL RELATIONSHIPS Twitter: #FutureofResearch WIFI Firmdale Conference code: rikrak PAUL STAMPER HEAD OF FINANCIAL SERVICES
  2. 2. 2Ipsos MORI – Future of Research Convenience Flexibility Emotional Engagement
  3. 3. 3Ipsos MORI – Future of Research Credibility + Reliability Self interest TRUSTWORTHINESS = Source: The Trusted Advisor, by David Maister FUNCTIONAL AND EMOTIONAL + Intimacy
  4. 4. Ipsos MORI – Future of Research 4 Adults who use a FinTech app % Source: Ipsos Tech Tracker Q2 2018 (All UK adults aged 15+ n=1009)
  5. 5. 5Ipsos MORI – Future of Research 1M(24 SEPT) 0.25M(16 APR) 0.5M(21 AUG)
  6. 6. Ipsos MORI – Future of Research 6 Yolt just works. I love the style and the app is faultless. The aggregation and classification of my spending is personalised to a whole other level. With the scan of my fingerprint, I can see everything in one place and it really feels like I have got myself a PA!
  7. 7. Ipsos MORI – Future of Research 7 Cleo’s a much more interesting and engaging way to interact with my finances – I think about my money much more because of it… Cleo is regularly messaging me updates, information I need and data on my spending which help me keep track of my money more easily. I enjoy how individual to me and conversational it is (like sending me GIFs), plus, it empowers me to do more about my spending.
  8. 8. Ipsos MORI – Future of Research 8 Monzo has completely changed the way I think about banks… it’s completely changed the way I deal with my finances. I’m much more empowered, and have a clear understanding of where I’m spending my money and adjust my spending accordingly. Speaking to the customer service guys… via a chat is easier, personal and more conversational than a scripted phone call you get from the banks.
  9. 9. Ipsos MORI – Future of Research WHAT CAN HELP BUILD EMOTIONAL ENGAGEMENT?
  10. 10. 10Ipsos MORI – Future of Research EIGHT IDEAS, TWO LENSES Emotional Engagement Functional Appeal
  11. 11. 11Ipsos MORI – Future of Research EIGHT IDEAS, TWO LENSES Relevance Differentiation Believability Fairly treated Valued In Control
  12. 12. 12Ipsos MORI – Future of Research TWO IDEAS CONSISTENTLY WELCOMED N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable. If your bank were to offer you a service like this, to what extent would it make you feel: fairly treated; valued; in control of your finances FUNCTIONAL APPEAL EMOTIONAL ENGAGEMENT ALERTS WITH SUGGESTIONS IN–APP BANK ADVISOR 1st 2nd2nd 1st159 151
  13. 13. 13Ipsos MORI – Future of Research TWO MISSED THE MARK N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable. If your bank were to offer you a service like this, to what extent would it make you feel: fairly treated; valued; in control of your finances FUNCTIONAL APPEAL EMOTIONAL ENGAGEMENT 8th 5th7th 8th VOICE BANKING MEETINGS WHEN YOU WANT 40 64
  14. 14. 14Ipsos MORI – Future of Research THREE APPEALED TO YOUNGER CUSTOMERS N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable. 18-34 55+ 43 79120 108 35-54 91 89 115 94 93 LEARNINGS FROM THE CROWD GOAL MANAGER VIRTUAL BANKER FUNCTIONAL APPEAL
  15. 15. 15Ipsos MORI – Future of Research AND ONE TO OLDER CUSTOMERS N=750, fieldwork conducted online, 4-6 September 2018 Please rate each product idea on the extent to which it: meets your needs; is unique and different; is believable DAILY UPDATE MESSAGE 18-34 55+ 13897 35-54 111 FUNCTIONAL APPEAL
  16. 16. Ipsos MORI – Future of Research WHAT DOES THIS MEAN FOR PROPOSITION DEVELOPMENT?
  17. 17. 17Ipsos MORI – Future of Research YOUNGER CUSTOMERS WANT MORE HELP
  18. 18. 18Ipsos MORI – Future of Research AI DIVIDES OPINION ‘New & Different’ & ‘Difficult to Believe’ VIRTUAL BANKER AI FINEXTRA 30 August 2018
  19. 19. 19Ipsos MORI – Future of Research PERSONALISATION NEEDS TO BE PERSONAL Suggesting books that I do want to read… …and study guides I don't
  20. 20. 20Ipsos MORI – Future of Research HUMAN BEINGS STILL ADD UNIQUE VALUE Empathy Adaptability Judgment
  21. 21. 21Ipsos MORI – Future of Research YOU.THANK

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