American Banker: Winning Customers via the Digital Channel

The Accenture Customer 2012 survey discovered that boosting revenue from customers is a key priority for banking executives around the world. As technology evolves, the way in which consumers buy and use financial products and services is changing. With more people using mobile and online banking, the digital channel is becoming an increasingly important means of attracting and retaining customers.

This American Banker article examines the steps banks can take to build and nurture a “digital ecosystem” that helps strengthen customer relationships.

Learn more about Accenture Digital Marketing Management for Banking

According to an Accenture survey of banking executives, increasing organic growth among existing customers while attracting new customers is a top priority for banks. As mobile devices and online banking continue to grow in popularity, the digital channel is quickly becoming an important battleground for influencing consumer choice when it comes to financial products and services.

To improve the client experience, build strong relationships and ultimately boost revenue, banks are:

• Gathering insights into customer behaviors and perceptions.
• Enhancing coordination across customer-facing channels.
• Strengthening their digital strategies.

Thanks to technological innovation, mobile and online banking is continually evolving. Capitalizing on this critical distribution channel requires banks to be able to respond quickly and cost effectively to changing consumer demands.

Customers are looking for a banking experience that is highly tailored and consistent across channels. Financial institutions can achieve this result by:

• Understanding the customer’s intentions.
• Testing different marketing messages.
• Measuring and optimizing the customer’s experience.

With a sound digital strategy, banks can expect:

• Stronger lead generation.
• Better routing of leads to the right channels.
• A significant increase in conversion rates.

In Accenture’s experience, a few key practices can help ensure the success of your bank’s digital strategy. This articles examines why leading financial institutions take time to:

• Clearly define their digital strategies and implementation plans.

• Choose approaches that produce short-term gains while contributing to long-term goals.

• Encourage cooperation between their chief marketing officers and chief information officers.

• Take advantage of navigation tracking, data and analytics to tailor online content.

• Use digital diagnostics to evaluate progress and identify opportunities for improvement.