You’ve optimized your content on your bank or credit union website. You’ve installed and added tools so your customers can easily find solutions to their financial needs and locate information about your brick-and-mortar locations and ATMs. Both of these are critical components of an optimal user experience, and user experience is the first step in implementing your customer experience strategy.
In the last of our three-part series on how to distinguish your bank website apart from competitors, we’re going to discuss ways you can personalize your customer’s journey from the time they click through to your home page, go through the sales funnel, and take action. Personalized marketing, digital engagement, and customer feedback are techniques to brand customer journeys on your bank website.
If you’re not doing so already, you should develop your marketing strategy around customer analytics gathered from your bank website usage. Understanding how your customers access your bank website and behave once they’re on it provides an opportunity for you to create pointedly targeted ads toward each individual.
Consider replacing an ad displayed on your home page intended to reach a wide audience with a pop-up ad directed toward the individual customer based on their search or browsing history. Or, if the customer accesses your site through a keyword search, external digital ad, blog post, or social media, link to a landing page that sells a specific product or service rather than directly to your main website. Personalized ads instantly meet customer needs and can lead them directly to the information that will end in a conversion.
Communicating with customers is vital for providing excellent customer service. Digital channels enable you to do this after hours. Artificial intelligence (AI) allows chatbots to tailor your customer’s journey by anticipating their actions based on their behavior on your bank website.
Digital communication also includes your social media and blog. By linking to these messages from your bank website, you can educate your customers on financial topics that you might not be able to address thoroughly on your site alone. By using various online channels, you can meet customer needs where other financial institutions might be lacking.
Your customers know what sets you apart from the competition; otherwise, they wouldn’t be your customer. According to Qualtrics, 93% of customers read reviews. Showcasing testimonials on your bank website provides an honest and objective opinion about what makes you special. You can also encourage customers to review your bank or credit union on Google My Business, Yelp, or your social media accounts.
Likewise, social media and your blog are other opportunities for you to reach your customer and enrich their customer journey. Reading and replying to comments lets customers know that you’re listening to what they have to say and not just telling them what you think they need to hear. Despite technological advances, word-of-mouth advertising continues to be a valuable marketing and customer experience strategy.
Financial institutions offer many of the same products and services, but your bank website can set you apart from your competition. The content and tools you use to build your website create a customer experience unique to your bank or credit union. BankSITE® Services can help you design and develop a bank website that makes this possible and easy for you to maintain.