series of wedding-related purchases and a last name change, there may be an opportunity to offer specific services or products more relevant to that life stage. • Credit Score: Surfacing an end user’s credit score within the digital experience is one of many powerful insights that data can bring to your customer base. Financial institutions could choose to direct educational content toward a group with a lower-than-average score. This approach allows you to determine types of products to market to this group that would increase their financial literacy and education. This segmented approach holds for business customers as well. Your institution could look at transactions for small businesses to determine the health and maturity of the company, providing you with insight into ways you can support them in their business journey. Whether they’re a startup, "mom-and-pop shop" or mid-sized organization, they will need solutions that address their unique needs. Five Tools Community Banks Can Use for a Holistic Marketing Strategy The following are several channels to continue to explore as you nurture customers throughout their life cycle and reduce attrition: 1. Digital Banking Digital banking should be consistent across every channel. If a user logs into their account on a desktop, your bank can serve them with a personalized pop-up ad based on their segment or past transaction history. Your institution can communicate with calls to action and drive adoption through custom text, secure digital messaging and push notifications. 2. Customer Relationship Management (CRM) An effective CRM platform should provide a holistic customer view by linking sales, operations, branch, digital and call center interactions to support marketing opportunities. Your CRM should also allow you to schedule appointments, send notifications, release targeted emails or marketing campaigns and more. Updating your CRM with regular documentation like contact information, credit scores and marketing preferences can open the door to building personal connections and cross-sales opportunities. 3. Email Campaigns Often linked with CRM, email is another tool to help your institution communicate with customers. While some customers prefer in-person interactions, others may prefer receiving emails. Targeted marketing emails can be an effective way to reach customers with relevant offers. 4. Customer Service Tools Customer service tools like digital banking messaging and text, voice and video communication help bridge the gap between physical and digital channels. Chatbots can also be embedded in the digital banking experience to address customers’ immediate questions or needs and suggest related products or services. Authenticated chat can be managed 15 In Touch
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