The Story:
Consumers want and expect personalized offerings from companies with more than half saying personalization matters to them all the time, according to a Salesforce report on the connected consumer. While the increasing move toward digital makes personalization of product offers easier for companies – as they can customize based on behavioral triggers – consumers are increasingly bringing their online expectations for personalization into their offline interactions, as well.
The Takeaway:
While the report finds growing proportions of people describe their experience with brands as digital-first, 43% of customers still opt for non-digital channels as their preferred way to transact and engage. To drive a seamless omnichannel experience, that means brands must take customization approaches from digital and online engagement and transfer them into the offline world. For financial services, that offline channel at the branch offers a significant source of support, where customized financial advice and counsel completely meets customer needs.
Source: Salesforce, “Fifth Edition State of the Connected Consumer,” May 13, 2022