by your institution’s employees or trained on preliminary conversations to expedite assistance. 5. In-Branch Experience Although most customers are comfortable navigating digital channels, some customers still prefer the branch for certain financial activities. So, your customer experience should seamlessly flow from the digital world to the physical one and vice versa. If someone begins a loan application online, the in-branch representative should be able to help them pick up right where they left off. Bridging the Digital Divide: Finding Ways to Reach Your Customers The placement of marketing initiatives also varies within the digital experience. Some users — such as Gen Zers or millennials — may be more likely to use and engage with ads within the digital banking experience versus an email from your institution. Having flexibility within your digital experience to personalize the messages and locations based on your segment is critical. Community banks have always played a unique role locally and are well suited to take advantage of nontraditional methods to meet new customers. For example, in areas offering attractive outdoor adventures like hiking trails, some banks set up small booths to pass out water bottles or breakfast burritos emblazoned with a QR code to their website, blending physical and digital outreach. Ultimately, banks that blend these tactics, leaning into customer segmentation while meeting them in the channel of their choosing with campaigns targeted to their needs, will strengthen the relationship and trust with their customers. 16 In Touch
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