With the unique combination of finance and technology, people and businesses can now have access to services exclusively tailored to their financial needs. The digital revolution brought opportunities to the financial industry to provide services on a huge scale. Using digital technology, institutions will be able to serve anyone from anywhere in the world.
The financial industry is essentially a service market therefore this industry is at the mercy of their client’s financial plans. Considering that the market clamor for personal interactions, financial institutions must find ways to serve them seamlessly in any available platform of their choice. Having this said, customer experience is a key focus specifically with the acceleration of customer reliance on online channels.
This is where hyper-personalisation set foot in. Here are some highlights to deep dive into this exciting fintech uprising.
What is hyper-personalisation in the financial industry?
When a new technology emerges and customers’ behaviors have become multifaceted, businesses need a foolproof plan to adapt to survive. With the help of the current technological advancements, businesses can now harness real-time data and behavioral patterns to generate insights about customers at a large scale. This will help businesses better understand customers’ lying motivations around their lifestyle and money which can help them offer solutions or upgrades suitably. As companies optimize their techniques in gathering information, they can now target specific customers and deliver a hyper-personalized service, product, or experience.
Considering that customers’ behaviors have radically changed – women are no longer pigeonholed, careers are not limited to traditional professions and people are becoming more and more culturally and environmentally sensitive. This new technology has pushed companies to shift to hyper-personalisation strategies because of technological developments and also because of the strong demand to cater to the needs, in particular, financial needs, of a much more refined pool of customers.
As we all have witnessed, retail brands benefit from a deeper understanding of consumer needs and shopping habits. Rather than being an option, hyper-personalisation has also become essential in the financial industry especially banking.
Old banking new ways
personalisation has shown the most resilience especially in times of crisis where most need financial aid. Banks can now extend assistance fittingly to the customers creating a fair deal for both parties. The aim is to give a suitable option for the customers in terms of their lower-order and higher-order needs. A single banking institution can provide services to thousands of individuals while still treating each one uniquely.
Banks can now fill the gap and alter how they serve financial support. Through the use of algorithms and data, banks can have a fair perspective about clients at a granular level thus tailoring offers such as loans, investment guidelines, and an array of services that will fit them. In return, loan application denials can be avoided due to a mismatch of offers.
New technology also enabled banks to take data they could easily aggregate. In this case, the information needed in loan applications, the opening of bank accounts, and other bank-related transactions can be delivered electronically. This is deemed to increase banking transactions considering most are shifting remotely.
Improved customer experience
Hyper-personalisation means higher engagement and a satisfying experience for customers. The more relevant your products and services are, the more likely people are to do business with you. Customers can feel overwhelmed if you present them with too many options. With this approach, you can show them you value their individuality which can improve customer retention. If done right, having people to choose your business means more income.
A personalized approach not only brings customers to feel valued but also financial benefits. It allows customers to have more visibility and track their expenditures to help them manage money issues and reduce the risk of excess debt. By tracking customer’s money habits, companies can apply automation and advancement features such as choosing subscriptions they only need, and auto deduction of utility bills and rent payment so that interest does not blow up or worse having a case filed against customers for failing to fulfill payment obligations. These may be small savings but they pile up over time.
As discussed, this allows companies to gather data about consumers which in turn helps them improve marketing and customer service efforts. This is also why more and more businesses invest in artificial assistants. Conversational software solutions such as chatbots are hot on the market. This solution can automate conversations with customers and answer various queries without the need for any human intervention. An efficient way to sustain customer satisfaction through a custom-built experience.
Business Partnership
In the context of the financial industry, businesses in all shapes and sizes contribute significantly to its growth. The promise of this financial technology is to help businesses grow and improve their operations. Businesses can partner with other companies with the help of the right targeting. The partnership is all about consensus thus being hyper-personalized in your messaging brings better results in company outreach.
Ultimately, as you apply hyper-personalisation either the client-side or business partnership side, the key to how much this will be a successful strategy depends on how you analyze and experiment on data and technology. The benefits of a well-designed hyper-personalisation game plan can yield remarkable results to any industry.
