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Thursday, September 18, 2014

10:00 a.m. - 10:15 a.m.
Track: BANKTHINK LIVE View Track

HOW MOBILE AND SOCIAL ARE CREATING NEW USER PERSONAS IN FINANCIAL SERVICES

Michael Welsh, Creative Director, MOBIQUITY

Historically, customers exhibited predictable behaviors based on their socio-demographics, allowing the use of classic segmentation for targeted interactions. Now, with near-universal access to mobile and social, user segments are distinguished by their savvy in knowing how to use these tools and their comfort levels with sharing data. This new digital world creates a “Bring Your Own Persona” (BYOP) situation and requires a fundamentally different way of thinking about customer interactions in financial services.

  • The dimensions of digital capability and trust that characterize the new personas
  • The concept of “situational privacy” to adapt to user behaviors based on context
  • The six segments that define the new spectrum of digital personas and their unique characteristics
  • Five things you can do to engage and win over members of the new segments

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