{"id":7456,"date":"2021-06-29T07:07:00","date_gmt":"2023-06-06T07:07:05","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=7456"},"modified":"2023-09-01T01:16:59","modified_gmt":"2023-09-01T01:16:59","slug":"5-ways-to-make-your-retail-bank-more-customer-centric","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/5-ways-to-make-your-retail-bank-more-customer-centric\/","title":{"rendered":"5 Ways to Make Your Retail Bank More Customer-centric"},"content":{"rendered":"\n<p>After a tough year, retail banks are hungry for growth. Most bankers <a href=\"https:\/\/www.pwc.com\/gx\/en\/banking-capital-markets\/banking-2020\/assets\/pwc-retail-banking-2020-evolution-or-revolution.pdf\" target=\"_blank\" rel=\"noopener\">surveyed by PwC<\/a> view attracting new customers as one of their top challenges. However, banks also recognise the need to deepen their customer relationships and focus more on customer profitability. Hence, enhancing customer service is the number #1 investment priority for banks globally.<\/p>\n\n\n\n<p>This renewed focus on customers is crucial, because only 27% of customers <a href=\"https:\/\/www.salesforce.com\/content\/dam\/web\/en_us\/www\/documents\/industries\/financial-services\/TRENDS_IN_FINANCIAL_SERVICES_REPORT_Final.pdf\" target=\"_blank\" rel=\"noopener\">surveyed by Salesforce <\/a>describe the financial services industry as completely customer-centric. Similarly, only 27% feel that financial institutions provide great service and support.<\/p>\n\n\n\n<p>To close these gaps and improve customer satisfaction, banks need to embark on a transformational journey, and make everything customer-centric: from marketing and sales, to service and digitalisation. When you start with the customer and work backwards, you will be better-positioned to deliver incredible experiences that create customers for life.<\/p>\n\n\n\n<p>Here are five ways to build this kind of customer-centricity:<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"1-engage-the-right-prospects-at-the-right-time\"><span>1. Engage the right prospects at the right time <\/span> <\/h2>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d01b97ec442&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d01b97ec442\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/5-ways-to-make-your-retail-bank-more-customer-centric-visual-1.png?strip=all&#038;quality=95\" alt=\"Engage the right prospects at the right time\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>To attract new customers, your marketing campaigns need to reach audiences that are actually interested in what you have to offer. The first step in that direction is to define the right audience by combining:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Data collected directly from prospects <\/li>\n\n\n\n<li>Data on prospects gathered by partners <\/li>\n\n\n\n<li>Information on prospect demographics, behaviours, lifestyles, interests, and more, aggregated from third-party sources. <\/li>\n<\/ul>\n\n\n\n<p>Together, these insights can help you zero in on the best-fit prospects for your bank, and then target them on the channels and devices they prefer.<\/p>\n\n\n\n<p>Once you\u2019ve gained a prospect\u2019s attention, start building a relationship of trust with them. Provide meaningful, useful, and engaging content in exchange for the customer\u2019s personal data which, in turn, will help you personalise their experience further.<\/p>\n\n\n\n<p>Next, create an appropriate internal sales cadence. Set up automatic notifications to help sales reps determine when to email a prospect, when to call, when to wait, and more. This streamlined workflow can help reps maximise conversions, and ensure repeatable sales success. <\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"2-organise-your-bank-around-your-customers\"><span>2. Organise your bank around your customers <\/span> <\/h2>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d01b97ed1da&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d01b97ed1da\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/5-ways-to-make-your-retail-bank-more-customer-centric-visual-2.png?strip=all&#038;quality=95\" alt=\"Organise your bank around your customers\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Being truly customer-centric is about knowing your customers in-depth. Build a 360-degree view of each customer, including purchases, key life events, circle of influence, complaints filed, satisfaction level, etc. The more you understand your customers, the better you can anticipate and meet their needs.<\/p>\n\n\n\n<p>Being customer-centric is also about making the customer experience as frictionless as possible, from onboarding to servicing and beyond. Empower your teams with all the customer information they need at their fingertips, so that they can serve customers seamlessly.<\/p>\n\n\n\n<p>When everyone in your organisation has a single source of customer truth, then it won\u2019t matter that your customers are interacting with different teams or lines of business. They will experience your brand as a single, unified entity across touchpoints.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"3-make-banking-personal\"><span>3. Make banking personal <\/span> <\/h2>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d01b97edd43&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d01b97edd43\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/5-ways-to-make-your-retail-bank-more-customer-centric-visual-3.png?strip=all&#038;quality=95\" alt=\"Making banking personal\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Today\u2019s customers expect hyper-personalised experiences. That means understanding each customer as a segment of one\u2014a unique individual whose personality, lifestyle, preferences, needs, and environment are constantly evolving.<\/p>\n\n\n\n<p>The challenge is to enable this kind of personalisation at scale. AI-powered tools can help by swiftly processing customer transaction history, digital behaviour, channel preferences, life stages, and other data. With the resulting insights, you can predict the needs of each customer, and determine the best way of serving them.<\/p>\n\n\n\n<p>Let\u2019s say you roll out a new offer or marketing message based on your customer insights. To ensure that it translates into the desired customer action, focus on building 1-to-1 customer journeys. This set of tailored customer experiences can help you reach customers through the right channels, at the right time, encouraging the desired response.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"4-enable-real-time-data-driven-customer-interactions\"><span>4. Enable real-time, data-driven customer interactions <\/span> <\/h2>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d01b97ee883&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d01b97ee883\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/5-ways-to-make-your-retail-bank-more-customer-centric-visual-4.png?strip=all&#038;quality=95\" alt=\"Enable real-time, data-driven customer interactions\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Customer insights usually have a short life. So, it\u2019s important to evaluate and act on them while they\u2019re still relevant. Interactions need to be analysed in real time to deliver personalised customer experiences.<\/p>\n\n\n\n<p>Once you do that, track how the customer responds. Use AI tools to infer their intent. Then, re-adjust your customer interaction strategies in real time.<\/p>\n\n\n\n<p>Try and transform each touchpoint and interaction into an opportunity for a meaningful customer conversation. For example, if a customer is accessing knowledge articles around closing a fixed deposit on the bank portal, you could analyse this web behaviour in real time along with signals from other customer behaviour (provided that the customer has consented to this data being used). Based on customer segmentation insights driven by AI, a next best offer such as a \u201cpersonal loan with lower interest rates\u201d can be generated and sent to the customer via a message, in-app notification, or on any other preferred channel.<\/p>\n\n\n\n<p>Finally, measure the impact of personalised communication and offers on your KPIs. The more real-time metrics you have, the faster you can fine-tune and personalise customer journeys to deliver greater satisfaction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"5-tap-into-the-open-banking-ecosystem\"><span>5. Tap into the open banking ecosystem <\/span> <\/h2>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d01b97ef412&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d01b97ef412\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/5-ways-to-make-your-retail-bank-more-customer-centric-visual-5.png?strip=all&#038;quality=95\" alt=\"Tap into the open bank ecosystem\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Open banking is an opportunity for your bank to keep customers at the centre, and offer them more choice, convenience, and personalised experiences. You can do this by opening your APIs to third parties to access your data or functionality.<\/p>\n\n\n\n<p>You can choose from either of two open banking approaches.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Banking as a Service &#8211; In this model, you can integrate your digital banking services with the products and services of non-banks to offer customers an end-to-end solution. This approach requires you to have a robust API-led architecture, so that you can seamlessly connect and exchange data with the third-party ecosystem.<\/li>\n\n\n\n<li>Platform Banking &#8211; The second open banking approach is to build your own comprehensive digital ecosystem where you own the customer experience, but offer products and services (financial and non-financial) from multiple third parties. This marketplace model can help you increase customer loyalty, attract new customers, and generate new revenue streams by charging fees on any product or service sold in the ecosystem.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-salesforce-can-help\"><span>How Salesforce can help <\/span> <\/h2>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d01b97f00ef&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d01b97f00ef\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/5-ways-to-make-your-retail-bank-more-customer-centric-visual-6.png?strip=all&#038;quality=95\" alt=\"Salesforce provides real value to retail banking\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Salesforce enables you to delight customers by putting them at the centre of your business. With our <a href=\"https:\/\/www.salesforce.com\/in\/products\/\" target=\"_blank\" rel=\"noopener\">Customer 360<\/a> platform, you can listen to customers better, anticipate their financial needs, and deliver seamless experiences at every touchpoint.<\/p>\n\n\n\n<p>Rich customer profiles and smart insights help you identify new opportunities to deepen customer connections, and convert more leads. Meanwhile, powerful collaboration tools and AI intelligence help your teams work faster and smarter to get things done.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Putting customers at the heart of everything you do is a key component of retail banking success. Here are five ways to build this customer-centricity.<\/p>\n","protected":false},"author":1,"featured_media":7448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[551,789],"sf_content_type":[],"coauthors":[567],"class_list":["post-7456","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-engagement","sf_topic-financial-services"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Ways to Make Your Retail Bank More Customer-centric - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/in\/blog\/5-ways-to-make-your-retail-bank-more-customer-centric\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Ways to Make Your Retail Bank More Customer-centric\" \/>\n<meta property=\"og:description\" content=\"Putting customers at the heart of everything you do is a key component of retail banking success. 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