Beyond transactions in financial services—The strategic impact of long-term relationships

Financial services customers are the most empowered, educated, and adept they’ve ever been at managing their financial lives across email, apps, and SMS. They’ve come to expect highly personalized experiences across channels and devices, which is the outcome of a solid customer engagement strategy that puts the customer first.

But financial institutions still struggle to deliver real solutions and experiences that exceed expectations without spamming customers with irrelevant messages or failing to pick up on what customers actually want. This can lead to a hyper-focus on short-term gains, such as the high of the upsell, over the richer rewards of longer-term relationships with customers.

In this executive brief, senior leaders get the quick rundown on:

• The impact of prioritizing long-term relationships with customers over short-term upsell gains.
• How an outdated tech stack can sabotage this effort and damage customer relationships.
• Actions executives can take to set expectations for data usage and breaking internal data silos to deliver next-level customer experiences.