Here's an infographic and worksheet for banks and credit unions to pinpoint the perfect moments to engage with clients in real time.
According to Google Think, a “micro-moment” is a short window of opportunity when your clients want to know something, do something, buy something, etc., and they reach for their mobile device to get their questions answered as quickly as possible. That's when you come in.
(This article is a follow-up to the very successful Four Tips for FIs to Win Consumers' Micro-Moments. If you haven't read that yet, now would be a great time. Not essential, but very helpful.)
How often do your clients want instant gratification for a need in-the-moment? Buying a car? Looking for mortgage rates? Using their debit card to get coffee? How often can you actually satisfy that need? More times than you might imagine.
During their daily routines, your users experience innumerable micro-moments when they could benefit from your FI’s knowledge, products, and services. With mobile and location-based technologies, your institution can actually be there with clients on their mobile phones, tablets, and during their web searches.
The infographic below shows three micro-moments when your clients need your help. These are priceless opportunities for your bank or credit union to attend to the client's needs, questions, and goals. How will your institution be right there when your clients are making a purchase, buying a car, or moving to a new city?
The answer is easier than you might think. My 8-year old was doing an exercise yesterday on deductive reasoning. So let's do some deducing of our own. For each situation, try to imagine what the user is feeling, what their goals are, and what products, tools, or perks might contribute to a more positive experience, or accomplishing their goals faster. When they're buying their first home, you can be sure
What are other moments over the course of a day, week, month, or year when your clients might need your help?
Here’s a worksheet to help your team pinpoint the times when a user would welcome a reminder, discount, insight, or invitation from her trusted financial institution. Some of those important micro-moments could include…
- Looking for an ATM
- Evaluating colleges
- Starting a business
- Remodeling a room
- Teaching kids about money
- Buying a boat or RV
- Celebrating a big event (anniversary, birthday, graduation)
When your financial institution meets your clients’ needs in the moments when they need you most, they come to think of you as more than “just the place that keeps my checking account safe.” You become their trusted advisor, and each time they need financial advice, they turn to you. Now you've turned your ordinary client into an evangelist. Bravo!