Personalization in Banking Can’t Be Disguised as Cross-Selling

Forrester principal analyst Alyson Clarke, who serves eBusiness & channel strategy professionals in the financial services sector, spoke about banks’ personalization efforts that really work versus common errors. She also discussed nearly a dozen real examples of financial institutions that have committed to personalization and are getting it right, including SundaySky customer T. Rowe Price. A financial firms that is worth imitating in your personalization quest, the article cites T. Rowe Price’s 529 college savings planner and digital experiences collect a great deal of personal information from account holders and uses it to not only drive recommendations, but produce a customized video including inclusion of the child’s name.