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November 2009 |
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| Ideas | |
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The Evolution of the Customer Experience in Financial Services
By Tom Blackett
The Past: Several Degrees of Separation Between Banks and the Customers Who Matter
The last 25 years have revealed the interesting trajectory that the financial services industry has taken toward cultivating the customer experience. Most brand consultants know by now that the degree to which financial services companies handle the customer experience directly affects their customers’ perceptions of the brand.
The typical experience is rooted in the outcomes—the consequences so to speak—of companies’ attempts to serve their customers well. In financial services, the brand is essentially the icing on the cake—it’s the bit that encapsulates the experience that awaits customers and hopefully differentiates the brand owner in a positive way. The cake itself is the organization, the way it functions, its products and services, and the way it serves its customers.
To read more on how the financial services industry has shaped the customer experience, click here. |
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| Events | |
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Siegel+Gale Stands out at CTAM
Event Recap: CTAM 2009
Over 2000 industry marketers descended on Denver, Colorado for the 33rd annual Cable & Telecommunications Association for Marketing (CTAM) Summit. Three days of speeches, panels, and work sessions centered on fresh thinking about the consumer and strategies for retaining brand loyalty.
Siegel+Gale consultants and conference attendees engaged in lively discussions about the ongoing implications of a multi-platform, interactive world. At the core of the conversation was the imperative of preserving and growing market share. From a branding perspective, it became clear that a cohesive and uniquely branded customer experience at all touch points can cut through the clutter, forming the base for an effective customer loyalty strategy.
JFAM Financial Marketing Summit
December 2-4, 2009
Ritz Carlton Hotel, San Francisco, CA
Learn what it means to be “The New Financial Marketer” in 2010 at the JFAM Financial Marketing Summit West. Join Siegel+Gale for two days of discussion, dialogue and debate on the issues shaping the financial services marketing industry today.
For more information on this event, click here.
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| Case Study | |
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Making the Case for Humanity
The Legal Aid Society of New York is one of New York City’s most essential organizations, and often one of its most misunderstood. Founded in 1876, The Legal Aid Society is one of the oldest and largest legal services organizations in the country, serving hundreds of thousands of New Yorkers a year in civil, criminal, and juvenile rights matters.
The Legal Aid Society asked Siegel+Gale to help define its brand, which would optimize future fundraising and initiatives as well as combat a pervasive impression of the organization’s main purpose as one rooted in criminal defense. In addition, the organization sought to create a rallying point to energize the employees and generate positive media attention.
To the case study, click here.
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| Highlight | |
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It’s Time to Bury Mission and Vision
By David Srere
“Our mission is to conduct all of our businesses with four key values in mind: respect, integrity, communication, and excellence. All business dealings must be conducted in an environment that is open and fair.”
Does this sound familiar to you? Feel like you’ve read it before? No wonder. It sounds like just about every corporate mission statement (or is it vision statement?) ever written.
I, for one, have had enough…and not just because I can’t remember, much less explain, the difference between mission and vision. No, what’s got me riled is the flood of generic mission/vision statements that declare an organization’s intent to “be the best at everything” rather than to achieve something specific and meaningful.
To read more on what David thinks should rise above mission and vision, click here. |
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If you would like to learn more about how Siegel+Gale's services can help your brand excel, contact us here. |
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