{"id":52703,"date":"2022-07-18T14:08:54","date_gmt":"2022-07-18T21:08:54","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=52703"},"modified":"2022-08-04T12:58:25","modified_gmt":"2022-08-04T19:58:25","slug":"customer-engagement-strategies-financial-services","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-engagement-strategies-financial-services\/","title":{"rendered":"4 winning customer engagement strategies for financial services"},"content":{"rendered":"<p><strong><a id=\"At\"><\/a>At a glance<\/strong><\/p>\n<p>Today, we&#8217;ll look at what winning customer engagement in financial services actually entails and what strategies work best, including:<\/p>\n<ul>\n<li>Make a good first impression with a well-planned and -executed onboarding program.<\/li>\n<li>Develop a customer experience map.<\/li>\n<li>Customize the user experience with personalized features.<\/li>\n<li>Offer comprehensive, cross-channel service and support via a unified communications solution.<\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">\ud83d\udda5\ufe0f \ud83d\udcb8 \ud83d\udcf1\ud83d\udc69\ud83c\udffc\u200d\ud83d\udcbb The digital age in financial services has arrived. Are your digital engagement strategies ready? Grab our eBook to get up to speed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t<\/p>\n<div class=\"download-form-widget enterprise-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/documents\/financial_services_digital_engagement_strategy_tips.pdf\" data-id=\"6a08fb5486f49\" id=\"6a08fb5486f49\">\n\t\t<button tabindex=\"on\"  on=\"tap:6a08fb5486f49.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">Find out the latest financial services digital engagement strategy tips with our free eBook.<\/div>\n<form class=\"download-form ENTERPRISE\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div><input type=\"hidden\" name=\"Asset_ID__c\" value=\"ODAM-02512\" class=\"download-form-input\"><\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog Enterprise\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"enterprise download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:6a08fb5486f49.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\"> Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<hr \/>\n<p>Even with industry emphasis on digitization, it is customer engagement that remains the most critical success factor in the financial services sector. The good news is that your tech infrastructure gives your business the tools to engage a digital-centric market. The challenge is to combine your tech capabilities with a customer-first culture.<\/p>\n<h2 class=\"heading h2\"><span style=\"font-weight: 400;\"><a id=\"strategies\"><\/a>4 strategies to optimize customer relationships<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The following is an overview of some of the most effective strategies your financial services business can employ to optimize customer relationships and results.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><a id=\"Make\"><\/a>1. Make a good first impression<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The tone for customer engagement is established at the onset of a customer\u2019s relationship with your business. People and businesses put a lot of faith and trust into the banks and credit unions with whom they entrust their money. Thus, making a good first impression is critical to reassuring that trust and starting a good relationship.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An onboarding process is a planned sequence of communication with new clients. This process begins with welcome and introduction messages immediately after a customer establishes a relationship with your business. It continues with regular messages educating the customer on your business and their particular accounts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other topics typically included during financial services onboarding include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Information on the local branches near the customer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tutorials on topics related to the customer\u2019s accounts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Guide to your website and mobile app<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Instructions on privacy and security best practices<\/span><\/li>\n<\/ul>\n<p>Your onboarding sequence pace is important as well. A common strategy is to send daily messages during the first week of a relationship with a customer. These daily messages should address the key facets of your user experience and the customer\u2019s accounts. Following that initial week, the pace of delivery often spreads out to a week, and then a month. The ideal scenario is to engage customers actively to strengthen the connection without overwhelming them.<\/p>\n<p><span style=\"font-weight: 400;\">\t<\/p>\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><a id=\"Know\"><\/a>2. Know your customer\u2019s journey<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To engage your customers effectively, you have to know where they are in their buying journey and why. To get there, develop a customer experience (or journey) map, which identifies all of the critical steps in the buying process from initial research through post-purchase implementation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Throughout that typical journey, there are touch points where the prospect is interacting with your website, app, or in person at a branch. The first stage in the buying journey is the initial research, which brings prospects to your digital platforms. For each of your pathways (website, app, branch, or other), map out the steps involved to evaluate product options, complete applications, and finalize accounts.<\/span><\/p>\n<p>After you map out the entire journey, focus on the pain points (points of frustration or anger) and opportunity points (points of indifference). Consider how you could more effectively engage the prospect during the key points to address common questions or issues that get in the way. This proactive approach to engagement at critical junctures will boost conversion rates and customer satisfaction.<\/p>\n<h3><span style=\"font-weight: 400;\"><a id=\"Customize\"><\/a>3. Customize the user experience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">User experience is the sentiment your customers have regarding all aspects of their interaction with your business. According to <\/span><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying#:~:text=Our%20research%20shows%20that%2071,them%20to%20choose%20something%20different.\"><span style=\"font-weight: 400;\">McKinsey &amp; Company<\/span><\/a><span style=\"font-weight: 400;\">, the majority of U.S. consumers, 71 percent, expect companies to offer some level of personalization in the experience they provide. And even more, 76 percent, become frustrated with companies that do not personalize.<\/span><\/p>\n<p>In a digital-centric environment, much of the user experience takes place on digital platforms, such as your website and mobile app. A custom user dashboard is central to a personalized UX. You can include only the features, account details, and resources that matter to each individual client. This information is gleaned from primary research or through behavioral data analysis.<\/p>\n<p><span style=\"font-weight: 400;\">The following McKinsey chart indicates results from a McKinsey survey in which customers were asked which personalization actions matter most during a first-time purchase with a business. An experience that\u2019s \u201ceasy to navigate\u201d received the highest response, with 76 percent noting its importance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The majority of items identified in the survey involve some type of engagement between the provider (digital or interpersonal) and the customer, including relevant recommendations, tailored messaging, purchase follow-up, and personally addressed communications.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-52711\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2022\/07\/finserv-cx-tabe.png\" alt=\"A McKinsey chart that indicates results from a McKinsey survey in which customers were asked which personalization actions matter most during a first-time purchase with a business.\" width=\"930\" height=\"709\" \/><\/p>\n<h3><span style=\"font-weight: 400;\"><a id=\"Offer\"><\/a>4. Offer comprehensive cross-channel support<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Perhaps the most impactful time for personalization is when a customer has questions or needs help. Personalized service and support require a process of listening first, and presenting answers or the best resolution to the individual customer\u2019s circumstance. It is quite different from a standard, cookie-cutter approach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <strong><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/business-communications-for-financial-services.html\">unified communications system<\/a><\/strong> is necessary for optimized, personalized support. The personalization begins with skill-based call routing. After a few question prompts, the customer is routed to the support rep that has the requisite skills or experience to help.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cross-channel solutions allow each of your reps to engage with customers across all common communication methods, such as chat, email, phone, and web conferencing. Notes from calls are recorded and organized so each subsequent interaction allows for easy reference. If customers have a preference for a particular agent, it is easy for your employees to transfer the customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"rc-post-content-cta rc-post-content-cta_orange\">\n<div class=\"rc-post-content-cta-columns\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t<img decoding=\"async\" width=\"930\" height=\"700\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2022\/05\/finserv-main.jpeg\" class=\"responsive-image\" alt=\"\" \/>\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"headline-copy\" style=\"text-align:left;\">Prevent agent burnout with new financial services contact center strategies <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"rc-post-content-cta-footer\">\n<div class=\"bottom-cta-logo-container\">\n<div class=\"bottom-cta-logo\"><span aria-hidden=\"true\"><svg width=\"154\" height=\"34\" viewBox=\"0 0 154 34\" fill=\"#000\" role=\"img\" aria-labelledby=\"cta-ring-logo-1320059696\" 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9.60219Z\" \/>\n\t\t\t\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M16.9769 0.548269C16.101 0.914019 15.307 1.44981 14.6364 2.12196L16.332 3.81756C16.7764 3.37 17.3041 3.01548 17.8865 2.77325C18.4688 2.53102 19.0928 2.40429 19.7232 2.40269C20.3537 2.40108 20.9777 2.523 21.5616 2.76362C22.1439 3.00264 22.6749 3.35556 23.1225 3.79991L24.8181 2.10431C23.8106 1.1001 22.5289 0.415123 21.1333 0.139206C19.7377 -0.139919 18.2907 0.00285184 16.9769 0.548269Z\" \/>\n\t\t\t\t\t\t<\/svg><\/span><\/div>\n<\/p><\/div>\n<div class=\"bottom-cta-link\">\n\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/prevent-agent-burnout-with-new-financial-services-contact-center-strategies\/\" class=\"view-all view-all-brown\" data-dl-name=\"Read the blog\" data-dl-element=\"button\" data-dl-additional-info=\"bottom cta banner\" data-no-auto-dl=\"true\">Read the blog<span class=\"svg-icon\" aria-hidden=\"true\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"#000\" role=\"img\" aria-labelledby=\"cta-ring-arrow-1320059696\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t<title id=\"cta-ring-arrow-1320059696\">Ring Central Logo<\/title>\t\n\t\t\t\t\t<path d=\"M0 11.5C0 11.2239 0.223858 11 0.5 11H21.6797C21.9559 11 22.1797 11.2239 22.1797 11.5V12.5C22.1797 12.7761 21.9559 13 21.6797 13H0.5C0.223858 13 0 12.7761 0 12.5V11.5Z\" ><\/path>\n\t\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M21.1718 12.0001L15.8086 6.63691C15.6134 6.44165 15.6134 6.12506 15.8086 5.9298L16.5157 5.22269C16.711 5.02743 17.0276 5.02743 17.2228 5.22269L23.6467 11.6465C23.8419 11.8418 23.8419 12.1584 23.6467 12.3536L17.2228 18.7775C17.0276 18.9727 16.711 18.9727 16.5157 18.7775L15.8086 18.0704C15.6134 17.8751 15.6134 17.5585 15.8086 17.3633L21.1718 12.0001Z\" ><\/path>\n\t\t\t\t<\/svg><\/span><\/a>\n\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"Let\"><\/a>Let RingCentral help engage your customers\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The synergy between a customer-oriented culture and advanced digital technology is powerful. Financial services companies that manage to find balance in both of these areas are most likely to survive in an extremely competitive industry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A unified communications solution is one of the most integral tech tools to strike that balance. RingCentral\u2019s comprehensive, cloud-based solution gives you the ability to seamlessly support your customers across all popular communication channels. It is foundational to efficient and effective internal collaboration. It also has best-in-class security protocols. <\/span><strong><a href=\"https:\/\/www.ringcentral.com\/view_demo.html?__mscta=2881_91754_3444\">See how it works today<\/a><\/strong><span style=\"font-weight: 400;\">!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At a glance Today, we&#8217;ll look at what winning customer engagement in financial services actually entails and what strategies work best, including: Make a good first impression with a well-planned and -executed onboarding program. Develop a customer experience map. Customize the user experience with personalized features. Offer comprehensive, cross-channel service and support via a unified &#8230;<\/p>\n","protected":false},"author":1120,"featured_media":52710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18836],"tags":[13381,28875],"class_list":["post-52703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-financial-services","tag-cloud-based-communications-platform","tag-digital-customer-engagement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 winning customer engagement strategies for financial services | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Customer engagement is a key part of competing in the modern financial services sector. 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