Author: Matthew Miller

Quick Overview

• Customisation is now an essential objective in financial services marketing.
• NOW Finance aims for smooth customer journeys by integrating its martech resources.
• Brighter Super seeks lifelong member involvement through tailored digital interactions.
• Both companies leverage technology and storytelling to strengthen customer connections.

Customisation in Financial Services

Rising competition in the financial services industry, coupled with escalating customer expectations for bespoke experiences, has established customisation as a fundamental element of contemporary marketing tactics. For Australian entities like NOW Finance, this necessitates investing in powerful marketing automation and campaign execution capabilities.

Chris Maccan, who became part of NOW Finance five years prior, recognised the necessity to unify their disjointed martech tools. Initially utilising Braze and HubSpot independently, they opted to centralise workflows within HubSpot to create a seamless customer journey.

“It has facilitated a change in our strategy, transitioning from backend to frontend systems for enhanced process alignment and customer tracking,” Maccan stated. This transition supports NOW Finance’s multi-channel distribution model and direct-to-consumer personal finance solutions.

Enduring Engagement with Brighter Super

Brighter Super, born from the merger of industry and retail superannuation funds, aims to mirror the warmth of offline connections in its digital platforms. Brad Hancock, head of customer experience, stresses the significance of individualisation over broad personalisation.

“Our aim is to craft a comprehensive seamless journey where the member holds the reins,” Hancock notes. Brighter Super concentrates on sentiment interpretation and storytelling to ensure that Queensland members receive timely guidance and optimise their chances.

Hancock also underscores the difficulty of gathering insights to guide recommendations, emphasising the necessity of omnichannel experiences and individualisation.

Conclusion

The progression of digital experience in Australian financial services showcases the sector’s dedication to customisation and enduring customer engagement. By harnessing technology and storytelling, organisations like NOW Finance and Brighter Super are establishing new benchmarks for customer relationships.

Q&A

Q: Why is customisation vital in financial services marketing?

A: Customisation enables financial services to fulfil customer demands for personalised experiences, enhancing satisfaction and loyalty.

Q: How did NOW Finance enhance its customer journey?

A: By merging their martech tools into HubSpot, NOW Finance optimised its processes and improved customer journey tracking.

Q: What is Brighter Super’s method regarding customisation?

A: Brighter Super prioritises individualisation, crafting a seamless digital experience that mirrors offline warmth and empowers the member.

Q: How do storytelling and sentiment interpretation enhance customer engagement?

A: Storytelling enables brands to connect on an emotional level with customers, while sentiment interpretation guarantees that communications are timely and relevant, boosting engagement.

Q: What role does technology play in these digital evolutions?

A: Technology facilitates the development of efficient sales pathways and personalised experiences by enhancing process coordination and yielding data-driven insights.