How Interactive Marketing Can Enhance the Online Banking Experience

This is a guest post contributed by Sam Makad, an experienced writer and marketing consultant. His expertise lies in marketing and advertising. He helps small and medium enterprises to grow their business and overall ROI. Reach out to Sam Makad on Twitter or LinkedIn.

PwC’s 2017 Digital Banking Consumer Survey provides enlightenment of the rapidly changing behavior of the digital banking customer. The report specifically refers to the rise of a new breed of customers that it labels omni-digital or those who only use mobile, PCs, and tablets to conduct their banking, avoiding physical channels of banking altogether.

However, at a time when fintech organizations have turned the financial industry on its head by introducing digital at every level, banks must recapture the attention of their prospects in a mere span of 8 seconds if they wish to beat the competition and improve their customer satisfaction rates, as well as, their bottom line. Here are five proven interactive marketing strategies that will help you redesign your customer experience as per your customers’ tastes.

1. Simplify Financial Concepts with Explainer Videos

According to research, more than 50% of visitors leave a website within 15 seconds. To avoid this, many companies are now adopting interactive marketing by sharing short videos on their website.

You can also tap into the power of influencer marketing to take your brand to customers effectively. According to a report, “92% of consumers trust recommendations from others, even people they do not know, over branded content.”

report by TD Bank indicates that a majority of the millennials believe they could benefit from some advice on financial topics like savings (32%), credit cards (26%), and creating a budget (30%).

2. Make Your Website the Main Touch Point for Customers

The digital generation wants to have minimal interaction with business representatives to solve their problems. A large percentage of Generation Z participants in a PwC survey stated they prefer to find information online and cope with problems themselves. 

Live chat technology can be an interesting feature to escalate your customer experience significantly. According to Forrester, “44% of online consumers say that having questions answered by a live person during an online purchase is one of the most important features a website can offer.”

The data shared during live chats can also make for a useful repository of information that could be used to build your FAQ section, or even train a chatbot to engage your customers 24/7.

HDFC Life adopted India’s first life insurance chatbot that acts as a financial guide for insurance advice, ranging from health to tax planning and retirement. Not surprisingly, this creative solution has connected well with the users. According to a report, 8.03% of users express an intent to purchase the product after interacting with the bot while traditional web-based forms only generate up to 2% interest.

3. Create a YouTube Channel For Information Rich Content

According to research, 72% of consumers prefer to use a video to learn about a product or service than any other channel. Sounds promising, doesn’t it?

HDFC created a short, 28-second video with a famous celebrity that shows how users can make use of PayZapp in their daily lives in a very relatable and entertaining manner.

Tips for creating engaging content for your YouTube channel:

  • 68% of consumers find educational and informational content more valuable. Create how-to content, tutorials, and data-driven content to help users, as well as promote their services.
  • Research says that videos between 16 to 120 seconds generate almost 50% of all YouTube views. So keep your videos short and sweet, yet full of useful information for users.
  • Conduct live Q&A sessions and webinars on your YouTube channel to spread financial awareness while also sharing information about your products.

4. Email Marketing

Despite so much technological advancement, email marketing remains one of the most engaging marketing channels to provide valuable information to customers. According to data, businesses generate a return of $38 for every $1 spent on email marketing on average. 

Email integration can help you build individual customer profiles that can help you gain an insight into the spending and saving habits of your customers. With this information, you can create personalized messages that are relevant to your customers instead of sharing one-size-fits-all email messages that may irritate some users. 

Here’s how email integration can help your marketing efforts:

  • Segment your audiences into smaller groups based on their buying behavior.
  • Create targeted content for different segments to improve conversions.
  • Get sophisticated email reporting to receive insightful information about your customers.
  • Keep your customer data up to date through automatic synchronization of data.

5. Mobile Marketing

A mobile-friendly website is a pre-requisite for any business, including banks. 

According to an infographic by Formstack, 57% of internet users won’t recommend a business with a poorly designed website on mobile. The same infographic adds that 46% of shoppers are less likely to shop around for other options when they are using a company’s mobile app.

Besides, a well-designed mobile platform can be used to share information with clients while also sending them reminders about their pending bills and payment updates to make them feel cared for. 

A mobile app can also be used for in-app marketing to deliver a highly personalized product or service related messages to a customer’s device as it is easier and less expensive to up-sell and cross-sell current customers than to acquire a new customer.

Conclusion

In the present era of instant gratification, banks need to up their game to create an omnichannel presence where they can offer a seamless experience to their customers, 24/7. It is also necessary to simplify financial transactions and bring them online to prevent your clients or potential clients from jumping through hoops, which can significantly improve your customer satisfaction rates.

Fintech in Indonesia and How Kredivo Boosts Conversions by 40%

Akshatha Kamath, Content Marketing at MoEngage, explores the fintech landscape in South East Asia, and why fintechs need to work on their “stickiness” factor.

According to the World Bank’s Global Financial Inclusion Index database, Indonesia has made rapid progress in financial inclusion across East Asia and the Pacific. The country has come a long way from just 20% of the adults owning an account in 2011 to 48.9% owning an account in 2018. While the country still grapples with the challenges of the unbanked population, it has led to the growth of fintech companies.

The Fintech Landscape in Indonesia

Indonesia has 167 fintech companies that offer payment, lending, personal finance, crypto and blockchain, crowdfunding, insurtech, and PoS services. The fintech industry is regulated by two entities – Bank Indonesia and Otoritas Jasa Keuangan (OJK). While Bank Indonesia oversees the monetary policies, OJK takes care of P2P lending, crowdfunding, digital banking, data security, insurtech, and consumer protection.

According to the Fintech Indonesia Report 2018, payment and lending form the major part of the fintech ecosystem.

The Growth Story of Fintech in Indonesia

As the Government pushes for financial inclusion among its citizens, Indonesia is also a witness to the growth story of fintech companies. With over 167 companies operating in Indonesia, the fintech market has grown by 16.3% with total investment in fintech companies reaching $176.75 million in 2017 alone.

Here are a few factors that are responsible for the growth story of fintech in Indonesia.

  • Technology-enabled population: With a population of 261.12 million, the majority below the age of 35, technology is a key enabler for Indonesians. Over 143.2 million people have access to the internet, and mobile subscriptions are as high as 415.7 million. 
  • Topography: Another factor responsible for the popularity of fintech companies is the topography of Indonesia. Indonesia is an archipelago country made of 17,000 islands spanning across 50,000 kilometers from east to west. As banks face a challenge in reaching the most remote areas, fintech companies are helping the Government meet its financial inclusion goals by offering financial solutions in every nook and corner of the country.
  • Easy loans for small-medium businesses: One of the challenges for small-medium businesses is the limitation in granting loans. According to financial regulators of Indonesia, banks and other financial institutions can only grant up to Rp600 trillion. In 2016 alone, the national loan demand had reached Rp1,600 trillion, due to which there was a restriction on availing bank loans. Fintech companies have simplified the process for the businesses by not asking for collaterals and enabling the debtors to submit the documents from anywhere, anytime.
  • Convenience: While cash is still the preferred mode of payment, cashless transactions and e-money products provide convenience to the users.

Challenges of Indonesia’s Fintech Industry

While the fintech industry is working to push the government’s vision of financial inclusion and offering convenience to users, it has its own set of challenges.

  • Low internet connectivity: Despite the high penetration of the internet, connectivity is still low in Indonesia. Considering that the internet is the key requisite for delivering services to customers, fintechs face a challenge in reaching out to its customers, while customers face problem in completing their transactions without any hassles.
  • Preference for cash transactions: While Indonesia is shifting to cashless mode of payment, cash is still the preferred mode of payment for merchants.
  • Strict regulation: This is one of the major challenges for fintech companies.  There are only 40 P2P lending services registered with OJK due to the strict regulatory process laid down by OJK and Bank Indonesia. At one point in time, OJK published a list of 100 lenders who were not recognized, while Bank Indonesia announced the release of Fintech Regulation and Regulatory Sandbox in 2017 to protect the interest of the customers. According to a study by the Monash Business School on Indonesia’s fintech industry, the regulator’s decisions are well-intentioned as they want to encourage people to adopt the financial system and discourage fraudulent activities. However, the lack of clarity in the process is posing a challenge to fintech companies that have not received a green signal to operate from OJK.
  • Lack of stickiness: According to Hootsuite, each consumer uses at least two or more fintech services. With so many fintech apps vying for the customer’s attention, increasing stickiness and engaging the users on the app can be quite a challenge for fintech companies.

How Kredivo Increased its Stickiness and Increased the Conversions by 40%

Kredivo is an Indonesia-based fintech company that allows e-commerce buyers to apply and qualify for instant credit and payback over time. Within three years of launch, Kredivo had become one of the fastest growing and the stickiest digital payment channels for e-commerce in Indonesia. Kredivo wanted to go a step further to engage new users who had downloaded the app, enable them to complete the transactions within the app, and boost the overall brand and app store SEO. It wanted a single marketing automation platform that could help them address engagement challenges and also handle newer channels and use cases in the future. Kredivo chose MoEngage’s Push Amplification to track the notifications that were sent. It also acted as a fall back to GCM and delivered notifications to devices with a failed delivery, which boosted the delivery rate by 20%.

Kredivo also used MoEngage’s Automated Workflow to set up unique workflows based on user attributes such as age, gender, and income to send customized offers via emails and push notifications. The automated workflow led to a 40% increase in conversions within ten months.

Kredivo’s Workflow

In order to improve the SEO in the app store, Kredivo sent automated emails to the users who had completed an in-app transaction to leave their ratings and feedback. The triggered emails led to a 64% conversion rate.

All these efforts together helped Kredivo to improve the engagement on their app. You can read the complete case study here.

For a fintech company, personalized customer experiences and winning the trust of customers is crucial to sustain and stay ahead in this new and competitive industry. With marketing automation platforms like MoEngage, you can achieve this goal easily.

Finovate Webinar: How Bad Bots Impact Financial Services Customers

Finovate Webinar: How Bad Bots Impact Financial Services Customers

September 17, 2019 | 10am Pacific Time | Register now

What happens when you mix automation with a library of stolen user credentials? This toxic combination allows bad actors to launch sophisticated attack campaigns against your public-facing web, mobile, and API-based applications. Attacks such as account takeovers and fake account creation lead to fraud and theft. This, in turn, has both a financial and reputational impact on financial services organizations.

In this #FinovateWebinar, we will highlight how these automated attacks take full advantage of Bulletproof Proxies, a rapidly growing class of infrastructure providers that have taken the concepts of anonymity and availability found in Bulletproof Hosting and extended them to the delivery infrastructure required to launch automated bot attacks. Topics to be covered will include:

  • Common automated attacks targeting financial services
  • What a Bulletproof Proxy is and why it matters
  • How Bulletproof proxies came to be and their place in the cyber community

Featuring

  • Matt Keil, Director of Product Marketing, Cequence

Register now >>

Women in Fintech: Kathleen Craig on the Importance of Financial Literacy

As we approach the end of the summer, we reignite our #WomeninFintech series. We recently spoke with Kathleen Craig, CEO, HTMA creators of Banker Jr. and Plinqit about what inspired her to launch fintech software for banks and credit unions to engage their next generation of customers and why she thinks the future of fintech has to become more relationship driven.

Finovate: How did you start your career?

Kathleen Craig: I have more than a decade of banking and customer service experience. Prior to launching HTMA, I served as Vice President of eServices at a Michigan-based community bank. I studied Business Administration at Eastern Michigan University.

Finovate: What sparked your interest in fintech?

Craig: During my time with eServices in 2010 through 2012, I could see the writing on the wall that our community bank was going to need to compete in the digital arena. At the time the large cores were making this really hard to do. I understood that open banking and open API’s were an inevitability and I wanted to be a part of driving our industry forward to a place where only the largest technology companies could use technology and consumer data to serve $1 billion bank customers better.

Finovate: What prompted you to launch HTMA/Banker Jr etc.?

Craig: My motivation to create HTMA came from my passion for technology, children, and financial literacy. Our first product, Banker Jr. for banks and Member Jr. for credit unions, launched in January 2013 to provide financial education to children while giving institutions the opportunity to tap into their up and coming customer base through a branded platform. The solution is now licensed by financial institutions in nineteen states.

Finovate: Why is it important to teach financial literacy to children?

Craig: Financial education is lacking, especially among the youngest generations, and we are seeing the effects in consumer financial behavior and saving habits. In fact, according to GOBankingRates, over half (58 percent) of American adults do not have $1,000 in their savings accounts to cover emergency expenses, and many are struggling to pay down debt. Forbes reported that 38 percent of United States households carry credit card debt. Just under half (43 percent) of individuals with student loans are not making payments. Additionally, one in three Americans have no money saved for retirement.

Meanwhile, only 16.4 percent of United States students are required to take a personal finance course to graduate high school, however, the group where the biggest lack of financial literacy can be seen is Millennials, with only 24 percent demonstrating basic financial knowledge. This is a serious problem.

Finovate: Why is it important for banks to embrace new tech?

Craig: One of the biggest differentiators for community financial institutions is their customer service and ability to help their community members. However, increasingly people are not walking in the doors, so technology is going to be the best way for them to translate that great customer service to a digital experience. To do this, we are going to have to push for it and be creative and innovative.  Digital lends itself to transactions versus relationships, but we believe it can do both.

Finovate: Where do you think the future of fintech is heading?

Craig: It has to be more relationship driven. While it is great that folks can check balances, deposit checks and transfer money, people really need guidance and help with their money. Right now education and guided experience is not happening yet in fintech. There is a lot of talk about AI, chatbots and data driven tech, but measured successful outcomes that demonstrate a customer is better off having used your platform is what fintechs need to be striving for. The future of fintechs needs to be made up of less buzzwords and more customer results.

Finovate: What piece of advice would you give women starting out their career in finance/ fintech?

Craig: First, you need to do what you are passionate about. Secondly, have great mentors and advocates. The wider and more diverse your circle is the more fun you will have and the more success you will be able to achieve by learning from those you surround yourself with.

Finovate Webinar: Teaching an Old Dog New Tricks – Modernizing Print Management in the Age of Privacy

Finovate Webinar: Teaching an Old Dog New Tricks – Modernizing Print Management in the Age of Privacy

September 12, 2019 | 2pm Eastern Daylight Time | Register now

Each year billions of documents are produced by the banking industry in the US and Europe. These documents include statements, notices, correspondence, and bills that are essential to managing relationships with customers. However, many banks still rely on legacy print management solutions that cost millions of dollars in maintenance every year, haven’t been updated in over 2 decades, don’t support modern digital access methods like mobile, and most importantly, they don’t conform to modern privacy and security regulations.

Join this #FinovateWebinar with Nuxeo to learn how your peers are modernizing print management in today’s age of privacy. We will cover how to: 

  • Replace expensive printing and posting with digital delivery and a “mobile first” strategy
  • Modernize antiquated and expensive legacy print management solutions
  • Manage and maintain compliance with regulatory requirements, such as GDPR and the California Privacy Act
  • Delivers consistent customer service for the print impaired ensuring compliance with Section 508, AMA, AODA, the UK Equality Act

Featuring

  • Chris McLaughlin, Chief Marketing Officer, Nuxeo
  • Tim Nelms, Vice President International, Crawford Technologies

Register now >>

Webinar: How Next-Generation Data Protection Accelerates Financial Institutions’ Innovation Cycles

RAccount holders should be able to trust their bank or credit union to protect their valuable financial data. However, the human presence within complex networks inherently creates privacy and governance vulnerabilities, particularly in the visibility, control, and protection over how, when, and where data is made available to the people who use it every day.
 
Though modern cybersecurity is inherently multi-layered, the deepest layer must include modern data security governance that protects against privileged access and human error.

Watch on-demand to hear Lou Senko, CIO of Q2, and Doug Wick, VP of Product and Marketing for ALTR, explore how a large, publicly traded financial experience (FinX) company is using innovative solutions to provide the ultimate failsafe to its customers, as well as:

•    Best practices for keeping sensitive financial data safe
•    How to gain transparent visibility and control over your data
•    How blockchain technology can support the restoration of digital trust.

Webinar: How to Close the Trust Gap in Retail Banking

Customer preferences and expectations are rapidly changing. For banks to remain relevant – or better yet – increase their relevance in customer’s eyes, they need to operate from an entirely different CX paradigm. Banks need to orchestrate increasingly complex systems of engagement and support a broad range of use cases along the shop-buy-use continuum. Beyond just sales and marketing, banks must develop and nurture customer relationships flexibly along the entire customer lifecycle with fewer in-person interactions.

In this webinar, Celent’s Bob Meara will review recent consumer research which suggests a significant and tangible gap between transactional and advisory trust among U.S. banked adults.

What was discussed?

  • Defining the Trust Gap in retail banking and illustrate its root causes
  • How leading banks are closing the Trust Gap through redefining the in-person and digital customer experience
  • How banks must re-tool to deliver excellent CX as engagement becomes increasingly digital
  • Practical next steps to take in improving your customers’ trust in your organization, regardless of where you are in your transformational journey

The Future of Digital Banking and Payments

We’re only halfway through 2019, and it’s already been a big year for fintech. The last few years have given us exciting fintech developments with a lot of potential, and it looks like this is going to be the year where those promising new technologies make the transition to real-world solutions.

And no area of fintech exemplifies this trend more than AI and machine learning. With such a wide variety of applications on show at FinovateSpring, and beyond, it’s clear to see the conversation moving beyond getting started with AI to how to leverage it for best use.

Of course, fintech is about much more than AI, and this issue of the Finovate eMagazine takes more of a deep dive into digital banking and payments, and the technology shaping this particular section of the industry. Read on for a recap of FinovateSpring, insights from some of our exciting speakers, an overview of the 8 companies that the audience selected as Best of Show, and more.

Read it now >>

Experts Look Beyond the Incumbents: Why Smaller Players are Winning

In the world of fintech, you would be forgiven for thinking that all the major developments and collaborations are happening within the four walls of the largest incumbent banks and their startup partners. But, there is a whole world of exciting opportunity and expansion happening within smaller community and challenger banks, as the recent FinovateSpring showed. With an entire stream dedicated to community banking and many more sessions and speakers looking at the potential of SMEs, it was hard to miss the importance of this sector. Here, we catch up with some of the leaders in the space to hear what is exciting them and what they think the future has in store.


Rick Winslow, Chief Experience Officer at Kabbage talks about responsible borrowing behaviors and the importance of being able to provide much smaller lines of credit to small businesses.

Almost half of Americans own or work for a small business, yet they often are not given the priority. We spoke to Karen Mills, Senior Fellow at Harvard Business School and former cabinet member under President Barack Obama as Head of small Business Administration, about how important small business lending is to the health and well-being of businesses and ultimately the economy, and how technology may transform this process.


Jill Castilla, President and CEO of Citizens Bank of Edmond sits down with Steven Ramirez of Beyond the Arc to talk innovation in community banking, pushing the norms with legacy technology companies, and being organically invested to seek out new opportunities.


Tyler McIntyre, Founder and CTO of Bank Novo and Steven Ramirez, CEO at Beyond the Arc, talk challenger banks and why they’re needed in the current financial services and banking ecosystem.

Women in FinTech: “The Ability to Serve Customers in the Best Manner Possible is Where I Draw Energy.”

As part of our #WomeninFinTech series, we sat down with Kristin Marcuccilli, executive vice president and chief operating officer at STAR Financial Bank.

We talked about her transition from the world of college football to the world of banking and finance, what technology she thinks will lead the way, and why it is important to work with like-minded individuals to drive a business forward.

Finovate: How did you start your career?

Kristin Marcuccilli: STAR Financial Bank is a privately-owned family bank that’s been around for more than 75 years; in fact, my grandfather’s name is the “T” (Thomas) in STAR. Despite this family history, I didn’t always aspire to become a banker. I earned a bachelor’s degree in psychology and pre-medicine from the University of Notre Dame, and my student work in football operations and player development ultimately led me to my first job in the Notre Dame Football office for three years.  It wasn’t until later that I decided to pursue a master’s degree in business administration and management from Indiana University.

While working toward my master’s degree, I asked my dad about potential opportunities with the bank – though I still was unsure if this was the right path, I became more curious as I progressed in my studies and job experiences. When an opportunity to join the bank arose, I had to follow the same process as anyone else. Our bank has strict rules about family employees: we must work somewhere else for five years first; new positions won’t be created just for family members; and we must pursue an MBA or banking certification to even be considered for a senior management role.

In 2008, I joined the bank as a project manager, and haven’t looked back since. Over the past 11 years, I have worked my way up to chief operating officer, and I now help oversee our technology partnerships, project management efforts, bank operations and strategic direction. During my time at the bank, I’ve helped establish a strategic vision, oversaw a website redesign, helped implement 55 Interactive Teller Machines and have enhanced our digital banking strategy.

Finovate: What sparked your interest in fintech?

Marcuccilli:My interest in fintech stems from the reason I choose to work in community banking – it’s a relationship business, and our team’s involvement in creative thinking that will ultimately help change and influence the way people and businesses interact with their bank is an ever-present and ever-evolving challenge. A passion for fintech calls for an entrepreneurial spirit and the ability to embrace failure and change nearly every day. For me, that’s an exciting challenge.

Finovate: What technologies have you seen lately that have excited you?

Marcuccilli: New technology seems to appear overnight. Years from now, we expect that real-time payments will be the norm – no more waiting for money to move overnight or over the course of several days via check. The application of biometrics and advanced analytics for enhanced security will continue to expand and evolve, and artificial intelligence will support personalized customer experience through digital channels. Electronic delivery of documents, signatures and account opening will also likely be dominating a once paper-intensive banking environment. Self-service kiosks will also have advanced to replace much of the standard transaction activity both as in-branch and as standalone options. All of this excites me, as the ability to serve our customers in the best manner possible is where I draw energy.

Finovate: Why is it important for banks to embrace new tech? How is Star Financial Bank doing this?

Marcuccilli: In our rapidly changing industry, banks that are slow to adapt risk falling behind and losing critical business. Bankers have a significant advantage when it comes to building valuable relationships and supporting their local communities, but they must also add modern technology to remain nimble and relevant.

At STAR, we place a strong emphasis on maintaining our community focus while optimizing delivery channels and meeting customers where they are on their financial journey. We take a collaborative approach when evaluating and implementing new technology, starting at the top with our CEO who encourages the team to embrace change.

I am proud to be part of a powerhouse team, working alongside innovators and leaders who dedicate significant time and effort toward studying technology and client behavior to best meet our community’s needs. We have a group of smart, data-driven individuals who ensure our technology and services align with our business and customer demands.

Finovate: Where do you think the future of fintech is heading?

Marcuccilli: Delivery channel optimization (to ensure convenient and engaging customer experience), security threats and payments are all rapidly evolving and will continue to be a major focus in the fintech space. To effectively address these trends, there will be a growing demand and emphasis on the selection of third-party partnerships.  Finding the right technology partner – both a technical and cultural fit – will be important in facilitating the best experience for customers.

Finovate: Why is the #WomeininTech movement important?

Marcuccilli: There is a general lack of female representation in financial services, especially when it comes to the technology side of the house.  As industry professionals, we can help influence this by supporting and encouraging women to join and contribute to the field. Series like these are a powerful way to highlight how women are innovating and making a difference in their local communities through financial services and technology.

Finovate: What piece of advice would you give women starting out their career in finance/ fintech?

Marcuccilli: My advice is to be open to different possibilities within the financial services and fintech space as there are no shortage of opportunities. It’s important to surround yourself with strategic and smart individuals who help build up the team, supporting professional goals and development. I’d also encourage women to become involved in their local communities. Learning and growing from individuals outside of your organization can also be key to professional success. When we commit to staying attuned to business and industry trends and recent developments, we’re able to better support an ecosystem of entrepreneurship and growth in our local communities.

Finovate: And what piece of advice do you have for other banks to attract and retain more star female talent?

Marcuccilli: At STAR, we prioritize collaboration and innovation, and that’s been very attractive to top talent. Showing potential employees that the bank cares about exploring new ideas from all levels of the institution, not just from management or the C-suite, can be a powerful differentiator. Institutions that break down silos, encourage cross department collaboration and transparency, and embrace change will find more success in attracting and retaining star female talent.