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

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.