Personalised product rates, piping micro-segmentation into owned and paid channels for more effective and personalised messaging, making marketing as much about service as advertising and better consent management are all part of TSB CMO, Emma Springham’s plan to improve customer outcomes at the mutual bank. Having been hit with multi-million-dollar fines by the UK’s financial regulatory body for historically lacking suitable systems to address customers falling into arrears, plus confronted by more rigorous UK consumer duty laws cracking down on financial services players, you could argue there are hefty regulatory reasons why TSB should do so. But Springham views the new laws as an enabler that’s further supporting her proactive, cross-functional and data-driven approach. The aim is to provide more “magical” than “miserable” customer experiences by highlighting and prompting around personalised benefits, she says, improving money confidence and taking the anxiety out of increasingly complex products during a cost-of-living crisis. Plus, it helps the results are coming down the line already, including a 300 per cent home loan sales boost in one month.
Author: admin
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