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cover of episode Banks Are Failing Customers — Financial Life Stage Planning Is the Missing Link | The Banking & Payments Show

Banks Are Failing Customers — Financial Life Stage Planning Is the Missing Link | The Banking & Payments Show

2025/6/10
logo of podcast Behind the Numbers: an EMARKETER Podcast

Behind the Numbers: an EMARKETER Podcast
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L
Lauren Ashcraft
R
Rob Rubin
T
Tiffani Montez
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Lauren Ashcraft: 我认为消费者理解技术快速发展，体验会越来越好，所以不应成为阻碍实施新技术的理由。人们普遍认为大银行的数字化体验更好，但最近的调查显示信用合作社的整体体验满意度更高。Z世代更难建立信任，他们更看重品牌的价值观，包括多元、平等和包容。Z世代的信任度较低，部分原因是他们目睹了父母的财务困境，并且他们与营销世界的互动方式也不同，对过度营销非常反感。 Tiffani Montez: 我认为产品主导型和客户主导型组织有不同的运营原则。产品主导型组织按业务线销售产品，不一定总是以消费者最佳利益为出发点；而客户主导型组织则会考虑消费者的需求和生活阶段，提供与之相符的产品、服务和体验。要使大型的、以产品为主导的组织转向以客户为中心，必须改变他们看待客户的视角，从销售单一产品转变为关注能为消费者生活增加的长期价值。银行应围绕教育、建议、指导和共同成长来构建体验，而不仅仅是关注产品。银行应该将产品与客户的生活和财务目标相结合，帮助他们度过不同的生活阶段，成为真正的财务伙伴。银行无法像金融科技公司那样贴近客户，主要是因为它们仍然停留在以产品为中心的体验中，而金融科技公司则真正专注于满足消费者的实际需求。银行需要更主动地寻找信号，以便能够预测客户的需求，而不是被动地等待客户寻求产品和服务。银行应该构建支持消费者在生活阶段和阶段中所需要的产品，而不是仅仅销售那些有激励计划的产品。 Rob Rubin: 我认为大银行最害怕的是大型科技公司和支付平台。银行应该将自己重组为独立的生命阶段银行，产品位于其上，或者整合到其他第三方应用程序中，并将产品放置在相关的地方。

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In today’s episode, we talk about how to be both a product-led organization and a customer-centric one, what fintechs are doing that keeps them closer to customers, and how banks can rethink the customer journey around financial life stages. Join the discussion with host and Head of Business Development Rob Rubin, Analyst Lauren Ashcraft, and Principal Analyst Tiffani Montez.

 

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For a transcript of this episode click here: https://www.emarketer.com/content/)podcast-banks-failing-customers-financial-life-stage-planning-missing-link-banking-payments-show

 

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