Data Snack: On messaging and personalization in the financial industry
- Times have changed and consumers expect more from their FIs. That includes messaging.
- But when it comes to what messages to send, there’s no one-size-fits-all. That’s where personalization comes in.
As consumers continue to demand a better experience from their financial service providers, companies in the space may need to look at communication as a gateway to customer satisfaction.
A global report by Braze, a customer engagement platform, surveyed 1,500 marketing execs in financial services as well as over 5,000 consumers to get a better understanding of the role messaging plays in customers’ satisfaction with their financial service providers.
From the get-go, there seems to be a gap in how well financial institutions think they’re doing on this front and how well they’re actually doing. According to the findings, 82% of brands say they feel confident that their customers are satisfied with the messaging they’re getting. Meanwhile, only 39% of customers actually feel this way.
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