consumers and businesses. Focusing on these key areas allows banks to offer relevant and valuable personalized experiences without overwhelming customers with irrelevant information. Start small and introduce new scenarios as time goes on. 3. Organize Data Effectively: While we all have data, keeping it organized can be a bank’s biggest challenge. Data must be well-organized and easily accessible, so marketing teams can quickly pull and integrate data in its communications and service standards. Review data across various channels (online banking, branch interactions, etc.) and pull-out key fields to drive personalization. 4. Focus on Value: Personalization should always aim to provide value to the customer. Whether it’s through tailored advice, relevant offers, or proactive support, the goal should be to enhance the customer’s experience and help them achieve their financial goals. When you focus on value, you can minimize the risk of a customer feeling like their privacy has been breached. 5. Maintain a Human Touch: While technology plays a significant role in personalization, it’s important that this technology does not take away the meaningful connections we work hard to build. Personalization should feel genuine and considerate, not like a sales pitch. This can be achieved through thoughtful customer service, personalized communication, and maintaining a caring brand image. For example, personalizing communication doesn’t have to end with emails; it can extend to customer service interactions, where bank representatives are equipped with customer preferences and past interactions, so that they can have more meaningful and empathetic conversations. 6. Continuously Refine and Adapt: Personalization is not a one-time effort. Banks should continually analyze customer data, seek feedback, and refine their strategies to keep content fresh, helpful, and meaningful. CONCLUSION Personalization is a powerful tool that can unlock meaningful client experiences and brand advocacy. By leveraging the vast amount of data at our disposal, the industry can meet the experiences provided by brands like Taylor Swift and Starbucks to exceed customer expectations. PERSONALIZATION IS A POWERFUL TOOL THAT CAN UNLOCK MEANINGFUL CLIENT EXPERIENCES AND BRAND ADVOCACY. BY LEVERAGING THE VAST AMOUNT OF DATA AT OUR DISPOSAL, THE INDUSTRY CAN MEET THE EXPERIENCES PROVIDED BY BRANDS LIKE TAYLOR SWIFT AND STARBUCKS TO EXCEED CUSTOMER EXPECTATIONS. Allison Winters is Senior Vice President and Director of Marketing & Client Experience at Columbia Bank. Allison Winters ADVERTISE IN NEW JERSEY BANKER! The New Jersey Bankers Association offers many opportunities for members to stay informed and upto-date, and the New Jersey Banker is one of them! With this award-winning magazine, their members maintain a professional edge over the competition. The association’s primary mission is to represent their membership’s interests before state and federal government and regulatory authorities. ADVERTISING RATES STARTING AT $830! 24 feature
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