Tag Archives: Challenges

Age of the Customer means it’s about ‘them’

I thought a recent article by Aldo Cundari (of Cundari) was worth passing along and summarizing,. Although his article “How Did we get to the Age of the Customer is tag lined with “how digital turned talking to consumers on its head”   so there’s your clue

How did we get to the Age of the Customer?                  (because yes we are there)

Aldo attributes the evolving state of marketing that happened over the course of the last few years to the age of digital where all consumers can now do their own research on what they want  and research reviews & options like never before. That makes “Shopping Around” quite different and that makes marketing products & services a lot different too; not to mention some additional BIG challenges like social media, hyper competition, product proliferation and globalization added in to the mix.

So, if we are shopping differently now, (becuase this does sound a lot like the way I shop), .then..the question becomes more about…

How to best serve those potential Customers when they arrive and ask their final questions to ensure they do become your Customers…

Indeed, the customer is empowered now like never before with information in order to purchase. Whereas, 10 years ago, it was more about the Information Age, it’s now evolved into the Age of the Customer. They’ve got the info  which has lead to the disruption and change in the way consumers behave, purchase & engage and because of that, they have higher expectations. The consumer is driving now and leading and he warns, Organizations who ignore this shift will suffer.

Here’s the difference of the Past vs the Present as Aldo Cundari has presented it:

The past:  

aldo 2

 

 

 

 

The present:

 

aldo 3

 

 

 

 

I like how Cundari summarizes what all this means: now that the Customers are in the driver’s seat as he says:

Marketers need to re-evaluate their approach and look deeper to understand, empathize and help customers meet their needs through their new purchasing and decision-making behaviours.  I think that sounds a lot like Customer advocacy. 

We appreciate Customer Advocacy and we think your Customers will as well. LegacyTracker demonstrates Customer Advocacy by helping them meet a lot of challenges by helping them:

  • Simplify & safeguard their details
  • Become more empowered with those details in order that they can become more proactive about their Financial & Estate Planning,
  • Enhance their level of Emergency Preparedness and
  • Facilitate important conversations with loved ones & family that they too often delay.

Connect with us about LegacyTracker 

 

Read more: Strategy Online – How did we get to the Age of the Customer

 

 

 

 

A Tall Order for Credit Unions-Challenges & Opportunities

Credit Unions are trusted financial institutions with a legacy in financial services but like many financial organizations, they are facing more challenges than ever in the financial marketplace. A November 2013 survey  of 547 Credit Unions was undertaken by Sundeep Kapur of Allied Solutions alongside the National Association of Federal Credit Unions (USA) to identify and look at some of those challenges. Regulatory Compliance is always a challenge.

But the results showed many of the challenges today are related to determining HOW TO:

  • Provide member value to last a lifetime
  • Grow Member relationships beyond an average of 2.5 products per member
  • Attract & retain members by creating deeper relationships
  • Increase both Self Service & Digital Channels & Connections with members
  • Help/Mentor members learn what they need to know
  • Compete with non traditional financial organizations
  • Do more with existing members (especially if they are using another partner currently)
  • Reduce marketing costs from an average of $9-$11 per consumer and/or receive specific or better return on that investment

Or In Summary: How to reduce costs, increase member engagement and drive incremental revenue because Credit Union Members want Convenience, Knowledge, Recognition, Services and Innovation while having higher expectations, questionable loyalty to a brand , and lower attention spans A Tall Order to be sure, but these are the key benefits that we truly believe LegacyTracker can help your Credit Union with.

If you would like to read the survey, you can download it here 

What are Credit Union Leaders worried about?