Published: 15 December 2022
CMOs in financial services struggle with their personalization efforts to heighten relevance and differentiate customer experiences. Use this research to design a personalization strategy that supports business needs and satisfies customers’ desire for financial empowerment.
Personalization can be a key tactic in delivering financial empowerment to customers.Customers who feel more confident and in control of their finances are more likely to have healthy, growing relationships with financial providers.
Too much personalization can hurt financial services brands. Fifty-nine percent of customers will unsubscribe and 55% will stop doing business with the brand altogether if a personalized message or experience is perceived to be “creepy.”
Customers perceive three different flavors of personalization. Customers evaluate personalization efforts based on their perceptions of brand intent across three categories that are rewarded very differently: “tailored to me, helped
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