Relationships drive banking.
But financial brands are losing touch with customers.
First, we lost touch with the one third of our customers who went online.
Then, we lost touch with the other two thirds in our rush to go digital.
We need to recapture the human touch in banking, and we can do that both in person and online.
Recently on Banking on Digital Growth, I talked with Jay Palter, Chief Engagement Officer at Jay Palter Social Advisory, about humanizing the digital experience.
You can find Jay nearly anywhere online, and he loves to engage with new people.
You don't have to be the smartest person in the digital room, present any fancy ideas, or talk about your decades of experience.
Everyone online is listening to someone else.
So many people are online that you are almost bound to lose the contest for "smartest in the room."
But you can compete for the friendliest.
Or the most engaging.
You can for sure win the top listener award online.
That's what your customers and prospects really want — someone to listen to them.
People are listening to other people who have a lot of followers online. Even if those people aren't in finance, they are strategically valuable to you.
Include them in the community you build online.