In this age and time, a successful financial service brand is not just one that has the best offers and technology. More than ever, financial service users are more concerned about the reputation and trustworthiness of companies they entrust their money to.
With growing doubt and fear in people’s minds due to fraudulent financial service operations, brands consult financial services branding agencies to gain the public’s trust. But what more do they do? This post shows you the essential steps you can take to earn the required trust you need.
What’s A Financial Service Brand?
Financial service brands offer different services that drive economic growth both on national and individual levels. Some examples include banks, insurance companies, investment companies, credit services, accountancy companies, and much more.
How To Build Financial Service Brands?
If you plan to own a financial brand, the following are some key steps you can take to establish your footing, brand your products, and build public trust:
Did you know that people care more for what they already have than for what they’ll get? As a financial service provider, you’re asking the public to entrust their hard-earned money to you for profit. But it’d help if you cleared their doubts and fears first before that happens. People would rather keep the money they have than lose it in the process of getting extra with you. To this end, you must tell your audience everything they need to know about your services. While explaining the benefits and risks to them, this way, they know what they’re signing up for. Be transparent, and you’ll earn a good deal of trust.
2. Sharing Educative Contents With Prospects
If your target customers listen to the radio, watch TV more, or are more active on social media, get your financial service brand onto any platform they use most. Then research to find out what problems these individuals have with financial service providers. From your research data, develop contents—such as written, visual, or audio—that show how your service will solve their problems without adding some in the process. Such content will contribute to quelling their fears, get them to trust you, and see your financial brand as an authority.
You can even speak to target customers who are thought-leaders. Find out the hitches they’ve had with other financial service brands. Moreover, you can ask them what they expect from financial services. Then explain to them how your service will be a pleasant business pal. If you can, get them to sign up or switch to your brand and ask them for recommendations too. Note that the recommendation should be pre-recorded, so you can share it on different mediums as much as you need to.
3. Embracing Customer Service
One popular challenge users have with financial services, especially in banks, is the delay in response to queries. Some customers may interpret these delays as negligence. In some cases, some customers suspect that the bank no longer cares because the bank has their money. This may result in withdrawal.
As a service provider, you should treat customers with respect and let them know that they matter irrespective of the amount of their investment with you. Embrace automated chat assistants on all your social media platforms and websites. Thus, train your staff and customer service personnel on how to be sensitive to people’s feelings, and it’d go a long way if they can even manage emotional outbursts without losing it themselves. Moreover, incorporate technological assistants to help reduce repetitive tasks for your staff to attend to customers.
4. Leveraging Feedbacks
There are two types of feedback—positive and negative. And you can use both to your advantage.
Positive feedback is the jolly responses you get from satisfied customers. Again, ask such customers for permission to share their feedback. Encourage them to share it on their social handles using your brand hashtags.
On the other hand, negative feedback comes from difficulties customers face in doing business with you. Don’t discard or hide them from public eyes. First, send in a personalized apology. Address the issue as fast as possible. Reach out to the aggrieved customers explaining that the problem has been resolved.
Additionally, ask them to try out the process again and tell you if they experience any hitches. Once the hitch is resolved, appreciate their patience and ask permission to share the issue’s data with other customers. Hand them an offer and ask him to share the data too. It will build your credibility and position your brand as focused on helping customers in real-time.
Running a successful financial service starts with being trusted by your intended customers. This post revealed four steps you can take to gain access to the trust of your target customers. Leverage the steps, and you’re on your way to creating a profitable financial services brand.