In creating digital content, banks continue to struggle to find the elusive ROI. To that end, Marous said banks must leverage social media sites to expose their videos to a wider audience. "Without promotion, it is difficult to maximize the value of the efforts. With a more fully integrated social media strategy, measurement of results is made easier," he said.
Beyond digital bank branding efforts, bank branches have strived for years to find better ways to connect with their customers. Simon Angove and Martha Powers, execs from Verint Enterprise Intelligence Solutions, point out a few examples, including: boasting warm greeting standards in the way in which staff welcomes branch customers, sponsoring family movie nights and sending customers quick surveys about their bank experience to their mobile phones right after they leave the branch.
The point of all such efforts is to listen to customers — wherever they are. There's a "tremendous appetite to listen across all of these channels and to understand the [customers'] journeys across the channels," says Angove.