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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. 

One common misconception about digital banking is that customers no longer desire in-person bank interactions because they can get everything they need from their phones. However, the opposite is true, as a PwC survey found that 60% of traditional bank primary customers say it’s important to have branches in close proximity.

How are you managing your data?

That’s the question of the hour for banks and credit unions in 2019. And we’re going to tell you why in this third installment of our 2019 Financial Services Marketing Trends blog series covering data management outsourcing.

In the second installment of our 2019 Financial Marketing Trends blog series, we want to explore what system integration via open architecture will look like for community banks and credit unions this year and beyond.

The financial industry is currently experiencing a transition from using all-in-one technology to focusing more on third-party partnerships. This means rather than relying on one system for everything, financial institutions are tapping multiple systems for varying functions.

As a result, they require robust system integration built on open APIs. This open architecture allows systems to speak to each other so information can easily flow throughout the bank.

What are the benefits of this approach to system integration in 2019?

At the end of last year, we gave our predictions of the top four financial marketing trends that will impact banks and credit unions in 2019. We thought we’d dive a bit deeper into each trend, so you can prepare your organization to make the most of your marketing efforts this year.

First up is increased data analytics capabilities. As data analytics continues to grow in importance, financial institutions will have more opportunities to embrace artificial intelligence (AI) and machine learning, which will require an elevated data analyst role and robust CRM integrations.

What does this mean for financial marketers who choose to focus more on data analytics?