PAUL BLOCKEY, RAPP LA, ON WHY IT'S IMPERATIVE TO MAKE BANKING MORE HUMAN

March 28, 2018

"Since the proliferation of ATMs and rise of digital banking, many banks have been touting their human credentials in efforts to win back loyalty and deepen customer relationships. Brand campaigns use warm smiles exchanged over increasingly symbolic countertops to defrost the image of the self-serving bank while promising an understanding of the people they serve.

Yet some of the greatest human needs remain unmet by banks, despite the best marketing efforts, including Chase’s beautifully crafted Mastery 2.0 campaign. If banking institutions want to remain profitable, it’s time for them to harness data and technology to offer products and services that truly fit customers’ financial lives."

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