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Customer experience investments can be a hard sell in many organizations, but brands are continually being awarded for experiences that speak to who customers are and what they want in a highly secure and scalable fashion. The financial services market is no different.
It’s a tale as old as tech. Companies develop and introduce ways to make consumers’ lives easier and overnight, it seems, those changes become expectations.
For far too long, financial services brands have gotten away with sub-par experiences, both online and off. While digital properties may be mobile friendly or remember your log in when you return, the companies containing our most sensitive data – financial – often treat us like net new customers, offering promotions for accounts we already hold, for example.
For financial services firms to grow and survive in a connected world, they must commit to digital innovation to help them engage with customers and improve service and experience across every touchpoint.
In a meeting of the minds, Episerver partner Verndale partnered with independent firms Digital Clarity Group and Vanson Bourne to explore the near future of customer experience in context with the evolving technologies that are shaping the way brands and customers connect.
At the recent B2B Online East conference, hosted by Worldwide Business Research, the topic of omnichannel marketing was center stage. Ed Kennedy, Episerver Senior Director of Commerce, moderated the panel discussion as the group reflected on their experiences and advice regarding omnichannel. As an audience member, here are a few takeaways fellow marketers can learn from.
During my childhood there was no blockchain or crypto currencies – hard to believe I know – but there was also no wearables or virtual assistants. No tablets, digital signage or beacons. No smart devices, cell phones or even personal computers. And, I don’t know about you, but when I was at school there was only one Amazon – and it was a rainforest we learned about in books.