Customer Intimacy – A Fireside Chat
In March 2019, Bryan Carrol took on a mission. Build a profitable digital bank that truly served customers. TNEX was born. TNEX is among the fastest-growing and most successful digital banks in the world, due to its innovative products and services, loyal customer base, and commitment to inclusion and sustainability.
On May 16th 2023, Bryan and Moroku CEO, Colin Weir, discussed what success is in banking, how to measure it moving from Share of Wallet to Share of Attention and happiness, building a moat around loyalty and where the battle for the customer is moving towards.
Watch the webinar recording below to hear how to build great results focussed on customer success.
Engagement should be the top priority of every single bank. But its not. What’s at the top are the people selling loans. This leads to many having to buy customers with cash backs and so on. Under this model, people come because they get paid to, not because they have any loyalty, or the service is particularly relevant to their lifestyle. Under this model banks compete on margin erosion or the cost of funds and are commoditised.
Yet there is another way and its called engagement and is achieved by moving away from NPS to Net Engagement Score and getting share of attention, to what Bryan calls a happiness index. To do this you need to care about customers emotional, financial wellbeing and come up with language they understand. Almost all customers use game, so use that. It makes you relevant. Have compelling journeys. Link them to societies not just the individual. Help people save togetehr and do that inside social. Build a Customer Data Platform. Measure everything they do and create more behavioural data. Create a data picture of the customer, targeting digital sense not just digital dollars. Build for Segment of one. Spend more money on talent, especially early, with external help and do that in engagement.
Welcome to Part 2