Marketing financial services: Create touchpoint value in financial services

This article looks at what financial services companies can do to overcome the mistrust that has dogged them since the global financial crisis - as well as the innate lack of interest in their products and resistance to changing supplier.

Create touchpoint value in financial services

Yoram Wind and Catharine Hays, with Alexa de los ReyesWharton School, U.Penn

Marketing Financial Services

This article is part of a series of articles on marketing financial services. Read more.

Financial services companies are faced not only with an innate lack of interest in their products and services allied to a hidebound resistance to change supplier, but since the global financial crisis they are also widely mistrusted. To overcome this, FS brands need to establish an engaging brand purpose, involve employees as brand ambassadors, orchestrate every touchpoint with the brand, and...

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