
The customer journey for financial products takes place across multiple channels and touch points, where financial consumers educate themselves, discover, explore and finally buy. However, that is just the beginning. Once a financial consumer begins a relationship with a financial institution, that cycle can repeat itself again and again.
Once a financial relationship begins, it can continue in social channels, through direct communications, and in your daily customer interactions.
How you educate financial consumers in each of these stages and channels will help determine your success and whether you can add a new customer, grow your relationship with them and retain their business.
Most of these interactions have a financial education component. Moreover, the quality, tone, and focus of your financial education content will determine if financial consumers engage with you further; whether that engagement drives discovery and if that discovery encourages exploration.
Once a financial relationship begins, it can continue in social channels, through direct communications, and in your daily customer interactions.
How you educate financial consumers in each of these stages and channels will help determine your success and whether you can add a new customer, grow your relationship with them and retain their business.
Most of these interactions have a financial education component. Moreover, the quality, tone, and focus of your financial education content will determine if financial consumers engage with you further; whether that engagement drives discovery and if that discovery encourages exploration.