在过去的一年里，全球各行各业的数字化进程不断加快，使企业能够在一个没有面对面互动的世界里继续运营。将企业带入虚拟体验固然令人印象深刻，但对于寻求与消费者建立积极健康关系的品牌来说，数字化仅仅是一个起点。
This is particularly relevant for financial services companies that have historically maintained relatively passive relationships with consumers. That’s because staying operational doesn’t guarantee brand loyalty, especially as traditional banks continue to cite the need to improve their customer experiences. Awareness is key, as the recent Digital Banking Report acknowledges that consumer trust in traditional banks continues to recede. The pullback in ad spend last year is another factor reducing top-of-mind awareness among consumers.
The call to action for marketers in financial services is no different from other industries: connect with people and build meaningful relationships based on true needs. For some financial services companies, however, that will mean overcoming preconceived notions and offering more than virtual replications of existing experiences.
Even before the pandemic, 55% of Americans said they were using digital banking offerings, with an 11% increase in usage over the previous three years among consumers over 40. And Nielsen Commspoint data shows that online channels are becoming the dominant way consumers obtain most financial products, including credit cards and new bank accounts.
The downside amid the progressively digital landscape is that financial services consumers are increasingly gravitating to new companies—not their primary banks—for their financial services needs. To many people, banks are steadfast financial services institutions, but the relationship between traditional banks and consumers has been fragmenting for years. Fewer than half of U.S. bank customers consider their bank to be their primary financial services provider, according to data from Nielsen Scarborough, and the number is declining. What’s more, consumers are increasingly less inclined to use their primary bank for financial services products like home loans and credit cards.
技术驱动的民主化是银行与客户之间关系支离破碎的一个因素。事实上，与非数字银行客户相比，数字银行客户使用其主要银行满足辅助金融服务需求的可能性要低 20%。金融服务领域非传统参与者的增加与视频流媒体领域新进入者的影响相同：更多的选择意味着消费者有更多的调查和尝试。如果将这种选择与金融服务机构和消费者之间的关系历来的被动性结合起来，一个新产品或服务的进入者再加上声势浩大的营销努力，往往就能让人们考虑做出改变。
这意味着，虽然消费者对数字服务的需求不断增长，但照搬传统的虚拟体验并不能抓住全部机会。面对习惯和偏好发生变化的世界，领先的金融服务营销人员正在通过有意义的方式与客户互动--他们专注于建立熟悉感和联系的始终在线营销战略。
For additional insights, download our Evolving Customer Relationships for Financial Services Marketers report.
