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Back Me Up is an insurance company and app for 17-49 year olds.
The service is a masterpiece of marketing and design for younger customers.
It seems financial muscle doesn’t always translate into online success.
A recent analysis of the US personal finance sector has revealed that a popular price comparison site outperforms all mainstream banking and credit institutions when it comes to organic search.
You don’t need to be a business strategist to realise that digital technology is radically changing the behaviour and expectations of consumers.
This is particularly the case in the FSI sector where established brands are striving to ensure their services are as seamless as possible for customers and business prospects expecting an increasingly personalised and relevant experience across all channels, including mobile and social engagement.
Customer experience has emerged as a key priority for many organisations over the last few years.
33% of financial service industry (FSI) respondents say that customer experience represents the single best opportunity for their company to deliver on their priorities for 2015. A percentage that is significantly higher than the average percentage across all sectors (22%).
The financial services and insurance sector is modernising quickly.
Despite structural, regulatory and technology hurdles, this group of sectors is driving towards digital transformation, but it’s a formidable challenge, especially for industries that are traditionally cautious in their approach.
How are these companies operating in the Financial Services Industry (FSI) sector approaching digital marketing? What are the key trends, opportunities and sector-specific issues shaping their digital strategies?
The Financial Conduct Authority (FCA), who sound very serious and like you shouldn’t mess with them, has this week “finalised” its guidance for how financial services should use social media.
The FCA is basically a financial regulatory body, ensuring that firms run with consumers’ best interests at heart and provide appropriate products and services.
Admiral has been doing commendable work in digital recently.
Providing a great customer experience (CX) is impossible if you’re not implementing excellent and measurable customer service across every channel on which your customers can be found.
It used to be that a consumer would only come into contact with a single customer service representative in person or on the phone. The overall CX would succeed or fail based on that single interaction, which is a lot of pressure, not just for the agent, but for the entire company.
As I previously mentioned in a post on how insurance companies use search marketing, it’s a challenge for insurance companies to do well in search thanks to the popularity of comparison websites.
However with a solid SEO strategy and a focus on paid search marketing it is possible for financial services to direct traffic away from the comparison sites and lead searchers straight to their own door.
Content marketing is the axiom we all live and die by in the current digital marketing world, if you’re not producing content and marketing it successfully, then "the present is no place for you, Grandad".
With so much competition from online aggregators, search engine results pages (SERPs) are a difficult terrain to conquer for companies that are ironically often featured on those very comparison sites.
However with a successful paid search campaign along with a strong focus on SEO techniques, it is still possible to rank highly on the SERPs.
Clive Grinyer, Customer Experience Director at Barclays, is a man with considerable design chops, with tenures at Samsung and Orange, the Design Council and Central St Martins.
At the Festival of Marketing 2014, Clive gave a lesson in how to approach the customer experience design process, from proposition to research, prototype to feedback.
Here's how you can take a fresh look at customer experience in your organisation.