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Are you showing the love?

July 13, 2016

Recently we attended the Customer Experience for Financial Services (CXFS) conference in New Orleans. The best and brightest in customer experience were in attendance and shared the latest trends in customer experience design, innovation, culture, and strategy. If the event had one clear theme, it was the extent to which data is re-defining the customer experience for financial services. Financial service brands are honing in on the idea that a data-driven customer experience is critical for understanding and maintaining relationships with customers. With all that data that brands are collecting on customer experience, how are brands showing their customers that they understand them?

Does collecting data deliver the online experience your customers crave?

According to Edelman’s second annual “brandshare report”, consumers feel that they are giving more personal information to brands than they are receiving. That means that customers are seeking something in return, something they can relate to and make their own. So, how can you move a customers from interacting with your brand online to really loving it? Emotion. Innovative brands, whether they are B2B or B2C, are striving to incorporate more emotion into the entire customer experience, because an emotionally driven CX is what drives loyalty and engagement. There is no better way to show your customers that you ‘get them’ than through video stories from the customer point of view.

Financial Service brands need to adopt the power of storytelling.

At CXFS, Stu Siegal our creative director/executive producer was on an all-star panel with CX innovators from Prudential, Capital One, and Fidelity Investments. It was clear that there is a place in the customer experience for powerful storytelling. Incorporating video brand stories into the overall online experience is the surest way for financial services companies to connect with customers on a personal level. The panelists agreed that brands that share their stories through the eyes of their customers form stronger emotional connections than those that don’t. And it’s the emotional connection that builds customer loyalty, drive engagement, and increases ROI.

 

At the conclusion of the panel, Stu asked the audience if their brands had stories worth sharing that weren’t being told. Many hands went up. Would yours have? If so, let’s talk. We can help turn your stories into emotional brand experiences that drive customer loyalty.

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