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For CMO Professionals

Retention Is Not Enough: Banks Must Build Emotion-Rich Relationships To Grow

Roadmap: The Brand Experience Playbook

May 14, 2020


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This is the Roadmap report in The Brand Experience Playbook For 2021.

Why Read This Report

Banks have had a great run: For nearly a century, they've played an essential and highly visible role in people's lives, and most have consistently made tidy profits as a result. But many customers think of banks as undifferentiated, and a fast-growing crop of disruptors is threatening bank brands' relevance. The primary danger for banks isn't a spike in attrition, so customer retention won't be enough to address these threats. Instead, bank CMOs must drive sustained, profitable growth by focusing on three emotional "territories" as they redefine their relationships with customers.

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Table of Contents

  • Dark Clouds Loom For Bank Brands
  • Emotion And Relevance Drive High-Value Customer Relationships
  • Your Bank Will Only Grow Through Brand Relevance And Relationships
  • Supplemental Material
  • Related Research Documents

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