How retail banks can evolve communications during COVID-19

During COVID-19, consumers are looking for reassurance and humanity from their banks.

Why it matters

As consumers worry about their finances during COVID-19, banks must get their messaging right.

Takeaways

  • Increase or “pulse” brand metrics to keep on top of brand perception. Monthly brand tracking isn’t enough.
  • Adjust messaging frequently in response to changing customer needs. Be prepared to provide new voiceovers and endlines and tactical messaging.

Each week MESH Experience is reporting on people’s attitudes to COVID-19 in the UK, how they feel the banking industry is responding to the crisis and reactions to every single banking customer experience – from seeing a TV ad, trying to call the call centre...

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