Marketing financial services: Be relevant to bank customer needs

This article looks at how banks can become relevant again after many years of growing increasingly distant and impersonal, as branch closures have made them less accessible and fintechs have offered competition.

Be relevant to bank customer needs

Felicia RosenzweigProphet London

Marketing Financial Services

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

Banks have grown increasingly distant and impersonal. Branch closures make them less accessible, customer relationships are poor, and fintechs offer new competition. To survive in the experience era, old-fashioned functionality must give way to understanding customer needs and being relevant to customers' lives by connecting and communicating in ways that will engage and inspire trust in them.

It was clear that something was afoot when, in many neighbourhoods, it became...

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