Future of Bank Segmentation Is Conversational
About this episode
Jim Marous discusses the shortcomings of age-based bank segmentation and advocates for a conversational approach to understanding customer needs.
Your bank has a birth date for every customer and almost no idea who any of them really are. In this Banking Insights Video, Jim Marous argues that age-based segmentation is failing at both ends of the range, the 72-year-old living on his phone and the 22-year-old who wants a human for her first loan, and that the way forward is a better question. He traces how a date of birth became banking's most overused shortcut, what Bank of America's Erica reveals about expressed need at scale, and why the future of segmentation is a conversation. The episode covers why within-generation differences now run deeper than those between generations, how a compliance requirement became a customer-strategy crutch, and a repeatable loop any bank can run: Ask, listen, deliver value, and earn the next question. Hosted by Jim Marous, Co-Publisher of The Financial Brand and host of Banking Transformed. Follow the show so the next one finds you. #Banking #Fintech #CustomerExperience #DigitalBanking #BankMarketing
People in this episode
Host: Jim Marous
Topics covered
- bank segmentation
- customer experience
- digital banking
- conversational banking
- fintech
Keywords
- banking
- segmentation
- customer strategy
- digital banking
- fintech
Mentioned in this episode
Organizations: Bank of America
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