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When it comes to marketing at banks and credit unions, millennials get a lot of attention. They’re the largest generation with the biggest workforce, so it makes sense. But, it’s important that you not forget about reaching other generations. Baby boomers, Gen X, and Gen Z are all part of your customer base, and each generation has different financial preferences and priorities.

Let’s take a look at how you can successfully target each one.

The continued growth of digital-only banks and higher customer expectations has put pressure on traditional banks to change their approaches to customer service to remain competitive and relevant.

One way to augment your bank's customer experience strategy is to formalize a digital customer experience program with measurable goals. This program can provide a framework for identifying improvement opportunities and executing new technology and processes to address them.

One rising trend in the financial services industry is the use of a journey-driven transformation approach to optimize the digital banking experience. As part of this approach, financial institutions are making a concerted effort to organize around the customer rather than their products.

This means tracking customer buying habits and activity to better understand their needs throughout their journey with your financial institution. With access to this valuable data and analytics, banks and credit unions can have confidence they’ll get in front of the right people at the right time, something that is especially important when it comesto seasonal buying trends in banking.

Consider the following top benefits of using your CRM to map customer buying behavior and guide your sales and marketing strategies. 

Technology has changed the way financial institutions conduct their operations and market to customers, and it’s nearly impossible for banks and credit unions to be successful without it. With new innovations in artificial intelligence, data analytics, virtual reality, and more, there are a lot of possibilities for tapping into customer behavior and executing more targeted marketing strategies.

But, it can be easy to get too focused on the prospect of new technology and insights that the core of your company - your brand - gets lost. That’s why your IT decisions must align with your overall brand strategy.

Consider these tips for how you can use technology not only to expand your customer base, but to enhance your brand awareness and achieve broader marketing goals.

Customer relationship management (CRM) platforms continue to be a staple in sales and marketing departments across financial institutions. According to the 2018 Guide to Financial Marketing, 54% of organizations have a CRM, and 22% intend to have one within the next 12-18 months.

For those 22% looking to implement a CRM platform, there are a lot of factors that go into making a decision and then actually implementing the system. In a recent interview with St. Meyer and Hubbard, 360 View Senior Vice President and National Sales Director David Acevedo shared his thoughts on how to select and implement the right CRM for your business.

Here’s what he had to say: