Westpac digital boss: ‘No one has got personalisation right’
CMO Disrupt panel L:R Batistich, Robson, Marks, McDonagh, Egan
Very few brands have yet to master personalisation as relevancy was flagged as one of the next key objectives for marketers, a conference has heard.
Westpac head of digital marketing Simon Marks, speaking on a panel at the CMO Disrupt conference this morning, said “contextual banking” was its next target, a view shared by Westfield director of marketing and digital John Batistich.
“No one has got personalisation right, and context is key,” Marks said. “We are moving to contextual banking and that is understanding the customer in the moment. You can’t afford to be irrelevant. Everything is about timing and synchronising what you have to say.”
This is meaningless if there is no customer service.
Sample of one but I’m a long term customer and can’t get a return phone call from my local banking person about transactions I want to do.
You can market to me, segment me, personalise to me, have date on me but if your service is crap I’m not interested and will move banks anyway.