Video Interview with Kris Keiper
As bank marketers, most of us have well-defined views on how customer engagement is supposed to work.
But as customers in this day and age, we expect brands to know us, understand our needs, and even anticipate our intent. At the very least, we expect brands to know which of their products we’re already using.
With legacy systems, though, many banks haven’t been keeping up with those expectations. And while those journey maps hanging on your wall are helpful for planning, they’re no replacement for listening to the customer.
Myth: The customer journey map is static.
Reality: You can—and should—listen to your real-live customers’ journeys in real time. You need to find out what they’re actually looking for, where they’re going, and when.
Myth: Customer journeys are linear.
Reality: Every customer brings his or her own knowledge and experience to the table, so every journey is different. You can’t script where a customer is going to be at any stage.
As an organization, how do you respond to these realities?
Listen in on what Kris Keiper of Thunderhead has to say about it. She met up with John Oxford of Renasant Bank and Josh Mabus of Mabus Agency at the 2017 ABA Bank Marketing Conference to talk about in-the-moment conversations with customers.
Kris’s interview was recorded at the recent ABA Bank Marketing Conference in New Orleans.