HSBC Banking On Digital To Improve Brand Perceptions

HSBC is making efforts to ensure that its services can be accessed, whenever and wherever, by customers in a bid to understand its customers and boost brand perceptions.

HSBC Banking On Digital To Improve Brand Perceptions

HSBC Chief digital officer Josh Bottomley, speaking at The Marketing Society’s Creativity For Commerce conference in London, remarked that is key to finding the products and services that customers didn’t even know they want.

“Digital can play a big part in building our brand by showing that we understand customers by providing the services that they need and introducing things they didn’t even realize they needed.

“We need to test a lot of those areas and see which ones stick to find out how customers fit us into their daily lives. That reengages our customers in what we do well and how we’re helping people,” he added.

Bottomley believes that knowing what customers want from their banks may seem relatively easy. “One of the big challenges is how we reconcile security and access. The vast majority of our customers are multichannel, but there are still certain things that, for security reasons, we can’t do in digital.

“We have to make sure that is an easy experience, to go from digital to the contact centre to the branch. That is why we have started, in certain places, to give staff tablets that they can work with and make sure the customer experience is always the same.”

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