Zakaj banke potrebujejo boljšo komunikacijo med krizo življenjskih stroškov (Andrew Stevens)

A
nedavna zgodba revealed that thousands of bank customers are at risk of losing out on cash after being told to “call NOW or miss the best rates”. While lenders are generally expected to pass on any information about raised interest rates automatically, customers
are now being asked to reach out about these changes themselves. This was shortly followed by the

novice that the Bank of England has recorded historical rises in interest rates. This means that customers may be earning as much as 1.5% less than they deserve. In other words, bank customers are potentially losing out on thousands of pounds. And, amidst
a cost-of-living crisis where disposable household income is on course for the
največji padec (2.2 %) od začetka snemanja, to ne bi moglo priti ob slabšem času.

This news is a stark reminder of the importance of banks’ implementation of effective communications strategies. Customers shouldn’t be expected to know how to ‘claim’ new interest rates, or have to go out of their way to ask for guidance. Customers are
reliant upon banks as experts in their field, and so they expect their banks to proactively communicate changes like these.

It is crucial that banks are reminding their customers to get in touch, and are sending these reminders via the right communication channels. For instance, if a customer has opted to receive communications via post, updates sent to them via email or phone
are likely to be ignored or left unread. Customers who end up losing out on new rates as a result of this will become frustrated and, given that many can’t afford to miss out on such savings in these times, it’s highly likely that they will seek alternative
banks who will listen to their communication preferences.

Zamenjava banke je bila problem že pred krizo življenjskih stroškov. Služba za menjavo tekočih računov (CASS) je ugotovila, da je samo leta 2021

Zamenjalo je 782,223 strank their UK bank accounts. Bank switching is especially prevalent with younger customers, as many wish to move to mobile-based digital banks. Undoubtedly, a large motivation in this transition is because younger users prefer the
communication channels provided by these challengers.

Neučinkovita komunikacija in frustrirajoče situacije, ki jih povzročajo, bodo povzročile le še višje stopnje nezadovoljstva in več strank, ki bodo zapustile svoje banke. In v času, ko

več kot četrtina odraslih v Združenem kraljestvu (27.7 milijona) se soočajo z nizko finančno odpornostjo in so zelo zaskrbljeni glede varčevanja denarja, veliko strank ne bo dvakrat premislilo o prehodu k bankam, ki jim proaktivno ponujajo boljše obrestne mere na kanalih, ki jim je všeč.

It is only by providing consumers with the information they need, over the right channel and in good time, that banks can have any hope of retaining their valued customers during this challenging period. One great way to ensure that these communications
are provided is by adopting a robust Customer Communications Management (CCM). A solid CCM platform can enable banks to handle, approve and deliver omnichannel communications from a single platform, which helps avoid miscommunications like the above interest
rate mishap. This streamlined approach can also ensure that banks are proactively delivering these relevant communications to their customers, in a personalised manner over the channel they prefer. So, by adopting a solid CCM framework, banks can ensure their
customers will feel more valued and will be less likely to switch.