As digitalization increases and personalised banking experiences become more common, customer expectations are evolving quickly. In fact, the global digital banking market size is projected to grow at a CAGR of 8.3% from 2021 to 2028, further underlining the growing importance of digital-first strategies in BFSI.
This blog will explore the important stages of the BFSI buyer journey, the significance of customer experience, and the new trends impacting the financial services sector.
What does the BFSI Buyer Journey entail?
The BFSI purchasing process stands out because of its intricate nature and the essential importance of trust and security. Financial choices such as taking out a mortgage, getting insurance, or investing in mutual funds are major obligations for the majority of consumers. These choices are meticulously considered, and clients frequently require more time to assess their choices in comparison to other sectors.
The process generally consists of multiple steps: awareness, evaluation, final choice, and post-purchase interaction. Every stage presents a chance for financial institutions to connect with customers in a meaningful way, establishing trust and providing tailored solutions.
Different Stages of the Customer Journey in BFSI Industries
Understanding the stages of the customer journey in the BFSI sector is vital for crafting experiences that resonate with customers. Each stage requires tailored strategies to address customer needs, concerns, and expectations.
1. Awareness Stage
This is the stage where customers begin to recognize a need for financial products or services. They may start by conducting online research, reading reviews, or consulting with friends or family. At this point, institutions need to establish a digital presence through educational content, blogs, and social media that inform and engage potential customers.
2. Consideration Stage
In the consideration stage, customers actively compare different offerings. This involves evaluating features, interest rates, service quality, and trustworthiness. Financial institutions must provide clear, transparent information and showcase customer testimonials, case studies, and advisory services to build confidence in their offerings.
3. Decision Stage
At the decision stage, the customer chooses a financial product or service. The onboarding experience becomes crucial here. Seamless, digital-first onboarding processes that are simple and intuitive can significantly improve customer satisfaction. Tailored financial advice and personalised offers at this point can make a substantial difference.
4. Post-Purchase and Retention
Once the customer has made a purchase, continued engagement is key to ensuring loyalty. Financial institutions should focus on providing personalised post-purchase services like regular updates, relevant offers, and ongoing support. Proactive engagement through various channels-mobile apps, emails, or customer service-helps build lasting relationships.
The Role of Customer Experience in Financial Services
Customer experience (CX) has become a cornerstone of the financial services buyer journey. This statement is proven right by Mastercard’s Guide to Personalization in Financial Institutions reveals that personalization is a top priority for 86% of financial organisations’ digital strategies, with 92% intending to increase their investments in this area. This demonstrates the increasing focus on customising financial services to fulfil the specific needs of each customer.
Personalization within the BFSI industry extends beyond providing suitable products, encompassing the provision of smooth, omnichannel interactions across online channels, traditional branch services, and customer assistance. Financial institutions that focus on being transparent, showing empathy, and communicating clearly are more likely to gain customer trust, which is crucial for their lasting prosperity.
Utilising sophisticated analytics and AI-powered technologies, BFSI institutions can deliver tailored product suggestions, push instant alerts, and supply financial advice to improve the overall customer journey.
Future Trends in the BFSI Buyer Journey
The BFSI industry is undergoing a transformation as technology continues to redefine customer expectations and engagement methods. A recent survey by McKinsey revealed that digital interaction in banking has grown by 40% in the past few years. This shift towards digital isn’t just a trend-it’s a transformation that is reshaping the way customers interact with financial institutions.
Apart from this, CRM systems are transforming the way BFSI institutions manage customer interactions and the buyer journey. These systems provide a centralised platform that tracks customer behaviour, preferences, and interactions across various touchpoints. By leveraging real-time data, fintech CRM tools enable institutions to offer personalised recommendations and automated communication for a customer experience in banking.
Best Practices for Optimising the BFSI Path to Purchase
In order to enhance the customer experience in the BFSI sector, financial institutions need to:
Create an omnichannel plan: Make sure that customers can interact on various platforms, offering a seamless experience whether they use online or in-person channels.
Use Data to Personalise: Utilise customer information to provide personalised products and services that cater to specific needs and preferences.
Build trust by being transparent: It is crucial to establish long-term trust with customers through clear communication about fees, terms, and conditions.
Sustain ongoing interaction: Post-purchase, continue engaging customers with tailored follow-ups, advisory services, and proactive support to guarantee loyalty and retention.
To Conclude
In order to remain competitive financial institutions must understand the BFSI journey to fulfil changing customer demands. In the digital age, financial institutions that prioritise customer-centric approaches will excel as the industry evolves.
At Kylas, we recognize the specific requirements of BFSI firms and have tailored our Sales CRM accordingly. Our Kylas Sales CRM system assists in monitoring customer engagements, transactions, and ongoing needs, allowing companies to identify patterns in sales and customer service. By incorporating Razorpay integration, we streamline operations to improve efficiency and tap into fresh revenue streams through automating payment reminders and utilising recurring customer payments.
