There is an idea that has been going around for the past couple years that community banks should start a digital-only bank under a separate brand similar to what Goldman Sachs has done with Marcus or Chase has done with Finn. In fact, we are at the Financial Brands Forum this week and the topic is still garnering a deep buzz. Since Marcus, several community banks have done this as well and many others are thinking about following suit. In this article, we look into this strategy to see if the idea holds merit and break down when to consider the strategy.
Tag: Channel Management
Banks have a variety of options to deliver their products and services – branches, call centers, mobile, third-parties, social media, etc. “Omnichannel” has been a popular buzzword for a while with the prevailing concept that banks need to provide all channels as customers want to choose which channel works best for them. We think this is the wrong way of looking at the challenge and that banks need to take a more active role in the long-term planning of their portfolio of channel delivery options.
Many banks talk about delivering a targeted local approach, but end up spending their marketing budget to garner a mass appeal. Nine times out of ten, this is a mistake and by utilizing a different approach, banks can be more efficient in their marketing dollars. As usual, solving this marketing problem is a function of asking the right questions. The question is not “How does the bank acquire more customers,” but “How does the bank acquire the right customers.” This means that first you have to understand who the right customer is.
Sometimes the future isn’t that clear, and this one has us perplexed. We are not sure this is a step forward or backwards in technology, but we find it interesting. Nimbl, a San Francisco start-up now has an app available where you can request cash and a certified runner brings it to you. For those that have converted to Apple Pay this week (along with the other 8 million people), the app solves the problem of how to get cash easily in an increasingly cashless society.
Here is something that most banks overlook on social media – what will start off as a marketing effort will evolve into public relations and then morph into a customer service channel. This is a natural evolution that most banks should realize upfront before starting or expanding social media. If you are not ready for this, think twice before going down the social media road as our opinion, a halfhearted social media attempt is worse than no social media presence at all.