Understanding what your audience needs, wants and expects from you is a crucial part of any business model, especially in relation to accessibility and the online experience. Advances in technology impact the online experience,forcing you to continually evolve and establish new base values if you want to stay relevant to your audience.

As account holders' expectations change with technological advances, so should a financial institution's offerings and ability to address key touchpoints. Financial institutions (FIs) can use these opportunities to attract new account holders and improve the experience of existing ones.

1. Understand audience expectations

According to a HubSpot Customer Expectations report, 56% of customers feel that the companies they buy from don't understand them. To combat this disconnectivity, find out what your account holders' expectations are and develop a strategic approach to deliver the kind of experience that matches their desires.

To achieve that level of understanding and communication, set aside time and resources to ask for relevant feedback. Review the data surrounding nurtured leads and current accounts. If account holders are asking for more of one particular service or requesting improvements in its delivery, take time to understand what is driving this need and how you can evolve to meet those requirements.

2. Research and identify new technologies

Recent research reveals that overhalf of consumers actively seek the most innovative companies when shopping for services. You can attract this type of attention by identifying new channels and technologies, such as the Larky nudge® engagement platform, to create meaningful touchpoints with account holders. By focusing your attention on the channels your audience uses to communicate, you can build stronger, more engaging relationships with them.

Additionally, review the latest tech trends and research your competitors. Focusing your efforts on providing new and updated services on the cutting edge of technology can help catch the attention of new account holders.

3. Prioritize the account holder's journey

Prioritize specific experiences that drive engagement through valuable content that helps account holders throughout their journey. Know what your account holders experience at each step, and adjust your strategy accordingly. For example, if a particular segment of account holders does not respond to social media marketing, shift your focus to a more relevant channel.

Similarly, when nurturing new leads, carefully match each stage of their journey with the expected level of engagement. Listen to what the modern-day audience expects in regards to engagement and cultivate your strategies that reflect those needs.

4. Use a data management platform (DMP)

A DMP can quickly and efficiently create relevant audience segments and personalized offerings. Studies show that 79% of consumers want their interactions with businesses to be personalized, and 84% of consumers want to be treated like a human - not a number.

Centralized DMPs sort through your data and generate individual, relevant messages to account holders. Responding to these trends and personalizing your messages can help you reach new and existing account holders with greater success.

As new technologies are developed, the user experience develops as well. Financial institutions must adapt and evolve with these trends if they are to stay relevant and engaging to their audience. The Larky nudge® platform can personalize your messages using geo-navigation software to engage and connect with your account holders. To learn more about how Larky can help you evolve with your account holders, contact us today.