The move to mass personalization
Successful personalization measures build customer loyalty and relationships, and by focusing on tailored experiences with every interaction, companies have the chance to build long-lasting consumer loyalty. Tailoring communications resources to customers is the first step, but allowing customers to create a unique, tangible product sets a new level of customer engagement in motion. With the latter, consumers can develop a product that brings joy, reinforcing brand loyalty with every single use.
With custom payment cards, for instance, banks can design a product that people truly love. Today’s world has fewer bank branches, and with that, fewer touchpoints to banking brand experience. But people carry their cards around with them wherever they go, and most people have their payment cards for an average of two to three years. If bank customers have the opportunity to tailor their payment cards – and do so simply – they can make the everyday remarkable. Be it family photos, favorite sportspeople, or simply choosing from colors and an inspiring picture database, there are extensive possibilities that allow people to customize the humble bank card. With G+D’s Convego® Create Consumer, banks can seamlessly integrate card customization into their banking app, making designing a one-of-a-kind payment card (or indeed customizing other payment devices) a simple, user-friendly experience.
The technical capabilities to create personalized products are available – it’s now a question of banks harnessing the creativity of consumers to drive brand loyalty. That goes beyond marketing – personalized newsletters, social media campaigns and targeted content. Now, products can be personalized too. The Convego® Create Consumer, for example, allows consumers to have a little fun putting their own touch to wallets, wearables, and a host of new devices. It’s no longer an issue of exclusivity – personalization makes people feel special, without costing the earth.