Remember the time when branch visits were the only way for
banks and other financial institutions to get a glimpse of their customers’ priorities
and preferences? It wasn’t that long ago when this was the norm, and yet as
FinTech evolves at an increasingly rapid pace, the old ways are quickly conceding
their roles to technology and all the benefits it brings. Tech is changing the
financial landscape, and customers today are being understood by FIs more than
ever.
The more things change, the more they stay the same; the
relevance of this quote to the FinTech industry today might be surprising, but
it’s true because the more technology changes the finance ecosystem, the more
the needs of financial marketers stay the same, in terms of gathering valuable customer
data for marketing, retargeting and service personalization purposes. Today, financial
institutions are poised to leverage their digital channels to gain rich data
insights into their consumer base; this includes geo-location insights due to
constant connectivity through mobile devices, user behavior and preference insights
enabled through social media interactions, and emerging behavioral trends made
available through our increased migration to e-commerce platforms for shopping,
groceries, furniture, household items, and everything else their customers buy
online.
As consumers spend more time online, their behavior and
habits start to shape their digital ‘persona’, and if FIs can find a way to
combine their existing financial information of those customers (such as
investments, payroll deposit frequencies, mortgage payments or accumulated
savings) with their digital personas, they can create smarter and more
personalized products and services based on these insights and therefore
provide a much better overall experience for their customers.
Deep data analytics is a rejuvenating source of inside
information that can accelerate innovation and foster a richer, more scalable
FinTech ecosystem. Financial institutions that take a more pragmatic, customer-centric
approach to their digital strategy while focusing on relevant partnerships will
be able to complement their existing data with consumer-level insights to bring
even richer value-adding solutions. Nurturing existing relationships with digital-first
customers should also be considered a priority, as they represent the future of
a financial establishment, acting as adopters of new technologies and creating
their digital profiles in the process.
Rich insights, when coupled with an increasingly
mobile-first population, are allowing FIs to reach out to their customers
through various channels, as opposed to the traditional state of finance that previously
saw institutions depending on customers to visit their branches. The tailored FinTech
experience is evolving to constantly fit the dynamic needs of businesses and individuals
alike, and as the technology improves through incoming data insights, the
result creates a highly efficient, low-cost cycle that benefits all parties
involved, bringing growth and access to safe, reliable and affordable FinTech
products and services.
There are several factors that contribute to how an FI could
benefit from customer data, and although it’s nowhere near a one-size-fits-all
scenario, there are some fundamental ideas that financial institutions can use
to leverage the power of insights:
§
Merging external data with
existing financial data to get a better view of your customers, made available
through reports or through establishing strategic partnerships with potential
data sources.
§
Understanding consumer
behavior and preferences like shopping frequency and use of credit through
analyzing existing financial profiles can be a great source of inspiration for creating
tailored and relevant offers, plans, and communication practices.
§ Enhancing digital onboarding efforts and online engagement
strategies is essential today, and as the competition rises, so does the
variety and intuitiveness of FinTech products and services. Leveraging digital
channels has never been as important as it is today, and the use of data
insights to retain customers and strengthen their loyalty and trust presents a
great opportunity that should not be underestimated by FIs.
As FinTech applications get smarter through customer
insights generated by deep and powerful data analytics, the future of the
industry belongs to the vigilant FinTech companies that can see the value in using
the information they have to satisfy and retain their customers on a long-term
basis. Combining that concept with emerging technologies such as artificial
intelligence and machine learning is bound to yield market growth, smarter financial
products and services, more wholesome customer experiences, and an even
brighter future for the FinTech ecosystem.
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