We quizzed Steve about the future of digital in the financial services, and what advice he has for the CMO of tomorrow.
Steve, you recently joined us to moderate a roundtable at the Digital FSI Assembly. Can you give our readers a rundown of the key takeaways from the event and of course, your roundtable?
SF: The reason I enjoy attending these events is because of the interaction between senior level financial services professionals representing various disciplines within the industry. Those interactions often lead to rich, broad, and deep discussions on issues we face daily. It’s fantastic that these events attract representatives from all sectors of the “financial services” category – from regional, community banks, insurance, wealth managers, commercial lenders and so on. It is a testament to the value of the content shared and the ideas exchanged. For me, it has provided me a lot to my knowledge and insights that I can apply with my clients.
For me, it has provided me a lot to my knowledge and insights that I can apply with my clients.
What do you see as the benefits of attending an event like ours, that brings together C-Level executives in an intimate setting?
SF: This really is a continuation of my answer above. It’s really about the comradery and the willingness of the participants to exchange ideas. Everyone who attends is very forthcoming, gracious and willing to share their ideas and experiences. So, it’s a wonderful opportunity to learn from each other, hear different perspectives without some of the emotion that can colors conversations with your work colleagues. It allows you to get advice from peers as to their experience and how they solved problems in their company.
The financial services are on the precipice of digital transformation. What trends are you keeping an eye on?
SF: The big trend for me is the impact digital transformation is having on the customer experience. More so now than ever before, we need to make the client the epicenter of everything we do and allow technology to help us deliver rich and rewarding experiences throughout the customer journey.Competition is as fierce as ever and the company that can deliver a unique and seamless omnichannel experience is the company most likely to win. And in this age of social media, if you deliver an exceptional experience your customers will become your advocates and spread the word. Nothing is more powerful then when your customers promote your brand.
Competition is as fierce as ever and the company that can deliver a unique and seamless omnichannel experience is the company most likely to win. And in this age of social media, if you deliver an exceptional experience your customers will become your advocates and spread the word. Nothing is more powerful than when your customers promote your brand.
What advice do you have for c-level leaders in the financial services space looking to leverage digital tools?
SF: Embrace the digital tools available to you. Marketers are on a journey to create the ultimate attribution model but that can only be achieved through a process of “testing and learning”. We can’t be afraid of trying new things. With each iteration you will gain new insights, sharpen our focus on the tactics that are truly driving results and ultimately, improving our attribution model while also driving ROI.
The future is here and we need to embrace it.