Sally Nash’s Post

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Head of Marketing & Communications at Solaris | Financial Services (Fintech, Payments, Banking, Embedded Finance, Investments, Insurance) | ex Octopus, ANZ Bank

As a financial services marketer, I purposefully have many bank accounts to keep an eye on how banks and payment service providers communicate with their customers. With the recent rule changes for Authorised Push Payment (APP) fraud in the UK, I've seen clear customer-focused comms...and others that are perplexing. Here are some improvements I'd make to this example: ⭐ In the first few sentences, make it all about me, the customer. Not the industry, not the bank, but what does it mean to me? E.g. 'There's a change coming up: if you get scammed, we'll help you get your money back.' ⭐ Don't just use dry facts ('...we’ve been a signatory to the voluntary Contingent Reimbursement Model...'). Use compelling, emotional language to reassure me that I'm well looked after e.g. 'we want to do all we can to look after your money.' ⭐ Format into shorter sentences. Maybe use bullet points. This long paragraph is a slog to read on a phone. Many financial services companies must communicate better with their customers to help them understand how they're looking after their money. #financialservicesmarketing #customercentric #clearcommunication

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Ian Jefferies MSc

Experienced leader creating high-performing and inclusive sales teams / Inclusion Champion / Mentor

2mo

Great points Sally - it also assumes that the recipient has a pretty good knowledge of the UK financial system and what a APP fraud is; definitely needs improvement!

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Lynne F.

Marketing Consultant, putting marketing, and marketers, back on the map

2mo

100%, talk like a human to humans!

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