Podcast Interview with Greg Kihlstrom
According to Greg Kihlstrom, there are two compelling reasons why banks need a customer experience strategy:
- When it comes to financial services, consumers have more choices—and a greater range of choices—than ever.
- Never before has it been so easy for consumers to leave an institution and take their money elsewhere.
To survive in such an environment, banks need to focus on building long term relationships over chasing short-term gains. And if you don’t understand the pain points your customers experience—and take advantage of opportunities to bond with them—you’re not going to be able to keep them.
At the recent ABA Bank Marketing Conference in Baltimore, ABA SVP Shelly Loftin caught up with Kihlstrom—SVP of experience at Yes&, a full service marketing agency—to find out how banks can take a holistic approach to the customer experience.
“To try to do it all can feel overwhelming,” Khilstrom says. His advice: to go back to business goals and objectives and work backward from that. The next step is to map out the entire customer journey. Once you know what that looks like, your priorities will become clear and you can focus on one piece at a time.
Listen in on Loftin and Khilstrom’s podcast interview to hear more about tactics—including the reasons why retail is the best place to start a customer experience strategy.
If you can’t see the audio player above, click here to listen to Shelly Loftin’s interview with Greg Kihlstrom.
The interview was recorded at the 2018 ABA Bank Marketing Conference in Baltimore.