Broken customer experience in banking.

 
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We all know that consumers have increasingly demanded a smoother and faster-paced purchasing process for products and services across all industries. With our leaps in digital over the past decade, the “Now” economy not only expects this type of purchasing process, they demand it. In financial services, this certainly needs to become the standard as well.  

In a recent article by The Financial Brand,  Why Millennials Refuse To Open Bank Accounts Digitally, they’ve provided some very intriguing statistics on why financial brands need to make it a priority to map the customer journey with a specific focus on their digital properties. On average, more than 75% of e-commerce shoppers choose to leave a website before completing a purchase. That is a tremendous amount of people across all industries that are openly considering buying a product or service, but for a reason decided to leave your funnel. My advice, don’t encourage them with poor customer experience digitally.  

When it comes to financial services customer journey, it is hard to ignore these facts. Millennials made up 49% of those who opened bank accounts last year. Credit cards were the most common type of new account opened on web or mobile — 61% of individuals who opened a new credit card did so digitally.

I recently wanted to open a savings account with my current financial institution that already handles my checking and personal line of credit. I went through all of the steps digitally only to arrive at the end where they required a phone call confirmation. I thought no sweat, except they required a phone confirmation from the number listed on my account. This number happened to be my parent’s landline phone that I most likely used when setting up my account in 2006. Guess what happened? I definitely never confirmed the account with that number because the only time I am at my parents is on weekends when I am visiting, and not interested in handling my personal banking needs.

This whole process stuck out to me, and I wondered, why can’t I open an additional savings account with the financial institution who already handles my checking account? I was never angered by this, but slightly annoyed. I know a little savings account sounds like small potatoes, but these stats make it slightly more of a problem for banks. 31% shared their negative experience with a friend or family member, opened an account at another financial institution, filed a complaint, or discontinued their relationship. In my case, this experience planted a seed of doubt in my mind. Is this how they handle mortgages, car loans, other products? If it is, I don’t know if I would want to keep my money there or continue to explore other financial services. I certainly didn’t up and leave my bank, but it was an inconvenience for me. I never actually did open that savings account, and certainly shared my experience with others.

Now my experience was definitely not a crisis, but I think it should concern a financial services company into digging deeper through their digital customer experience. My advice, help people who want to spend their money with you, the cost is too high if you don’t.

If you would like help on mapping or furthering your customer journey or positioning your financial products, especially to Millennials, please let me know. Our agency would be more than happy to assist.


 
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JOHN CARUSO, BUSINESS DEVELOPMENT

John heads up business development at Elisco. His primary focus is to build awareness about the agency’s unique capabilities among prospective clients, in addition to developing and maintaining relationships with current and past clients. Prior to joining Elisco, he established and fostered supply chain management relationships at PLS Logistics. John graduated from La Roche College with a B.S. in Marketing and Business Management.

 

Which social media network is best for your brand?

 
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Comparing Facebook, Twitter, Instagram, and LinkedIn.

It’s safe to say that in this day and age, most businesses are well aware of the importance of a strong social media presence, but it’s not enough for a company to simply be on social media. Businesses need to utilize each platform differently depending on their audience and goals. After determining these factors, use this guide to better decide how your business should be using Facebook, Twitter, Instagram, and LinkedIn.


FACEBOOK

Facebook is rising in popularity with older generations and in rural areas. 41% of Americans over the age of 65 are on Facebook, and it’s the most popular social media platform amongst middle-aged adults so it’s a great platform for businesses looking to target an older demographic. Despite being heavily used by older generations, all ages, genders, locations, and interests can be targeted by paid Facebook ads. And, stats still show that Facebook is leading the pack for overall audience penetration.

In addition to fine tuning your targeting, Facebook allows you to create a detailed business page. This is where potential clients and customers can find your contact information, hours, reviews, events, website, and all the information they may be looking for about your business in an organized fashion.

Recap:

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TWITTER

Twitter is more popular amongst younger generations, specifically in urban areas. 40% of Twitter users are 18-29 years old. People turn to Twitter to receive quick and real-time updates about current events, in fact 43% of 30-49 year olds report using the platform as a news source. Twitter is a great platform to quickly respond to customer concerns and questions as well as comment on a trend or news story. Like Facebook, Twitter also offers targeted ads based on demographics and interests. It’s more effective to use Twitter to reach a younger audience in cities, and more effective to use Facebook to reach an older, rural audience.

Recap:

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INSTAGRAM

Instagram is a visual platform that allows businesses to share videos, photos, gifs, collages, and other creative content as well as pay for targeted promoted posts. Like Twitter, it’s immensely popular with younger audiences, with 59% of American users being under the age of 30. Businesses like restaurants, cosmetics brands, and designers can benefit greatly by showcasing their services and products on Instagram, but all companies can utilize the platform. Shots of day to day happenings within your company such as lunch meetings, awards and accomplishments, or events your employees attend make for engaging content. Be sure to keep the focus on the visuals and employ relevant hashtags. Using Instagram stories allow businesses to create posts that disappear after 24 hours, so these are great for providing short updates to your audience and documenting conferences and events. Instagram Live allows for more engagement with your audience. When you start streaming, Instagram will notify your followers so they can tune in, and viewers can comment during the live streaming. Everyone can see comments, when someone joins, and the number of people viewing.

Recap:

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Linkedin

LinkedIn allows businesses to share professional content about industry news and trends. It’s great for B2B marketing and outreach as well as scoping out talented employees. 61% of LinkedIn users are between 30 and 64 years old, an age group made up of professionals that have amassed strong skill sets within their fields and extensive experience. Utilizing the “groups” feature helps you join conversations within your industry and connect with other professionals. LinkedIn is different because it’s solely for professional use, so it’s not the best place for B2C companies to reach consumers. However, it’s still important to create a detailed company page with updates about your business as well as posts that share your thoughts on relevant news.

Recap:

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Social media is an essential tool for businesses to use in order to connect with their audience, establish their brand, and start conversations. Social media is still new in comparison to other forms of media, so there’s lots of room for improvement and adjustment. Stay informed about trends and tools on different platforms and utilize them according to your company’s needs.

SOURCES:

https://blog.hootsuite.com/facebook-statistics/ 

https://blog.hootsuite.com/twitter-demographics/

https://blog.hootsuite.com/instagram-statistics/

https://blog.hootsuite.com/linkedin-demographics-for-business/ 

https://sproutsocial.com/insights/facebook-vs-twitter/ 


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Jess sweeney, ACCOUNT COORDINATOR

Jess graduated with a B.A. in Public Relations from Penn State where she helped lead student-run events such as concerts, lectures, and other free activities. Before Elisco, she held a variety of internships in marketing, public relations and SEO. As Account Coordinator at Elisco, Jess provides support to the agency account team and works with all things media to negotiate, purchase, and monitor digital and traditional advertising on behalf of clients. 

 

Shop Smart + Small.

At the Creative Café, we don't offer everything for everybody. Our menu of services isn't a tome like you'll find at a giant marketing firm or a chain restaurant. We're specialists. We do one thing exceptionally well — brand new products, services, and companies. We're not a boutique or a conglomerate. We're a Creative Café. We serve fresh ideas daily and lunch periodically. 

You can always go big — and go slow and go expensive. However, we believe there's a smarter way. So, if you want to 86 blasé service and uninspired creative, give us a call. We're currently accepting reservations. 

Café textures: free download.

The creative team is counting down the days till October 8th. This date marks our happy homecoming to 3707 Butler St. Unexpected repairs have kept us apart from our beloved building since mid-July and we’re eager to be reunited. Beauty Shoppe Coworking has welcomed us in the interim, but the truth is we really miss our space. Who can blame us? From the café’s tin ceilings to the second story hardwoods, it’s the little things that make us feel at home there.

To commemorate our much-anticipated return, I put together a free texture pack for creatives and café lovers alike. Included are closeups of textures found in the agency from floor to ceiling that I’ve collected over the past year. Hopefully these come in handy for your own projects, or simply give you a magnified look inside Elisco’s Creative Café. Enjoy!

Included in download:

  • 11 café textures (JPEGs at 300dpi)

To download the texture pack, click the button below.


 
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LAURA SHIRLEY, ASSOCIATE ART DIRECTOR

Laura is a graduate of California University of Pennsylvania where she earned a B.S. in Graphic Design. While at Cal, she led the campus’ vanguard student-run design firm Studio 224. Laura is a member of Pittsburgh’s AIGA chapter.