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Ultimate Guide to Cross-Selling for Banks

By Reagan Bonlie
2023-05-25
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The banking industry is a highly competitive industry, with financial institutions constantly seeking ways to grow and retain their customers. Coupled with that, there’s increased adoption of digitization in banking, and customers’ needs are constantly changing. So, to remain competitive in this cutthroat industry, offering greater value to users is important. With banks, a proven strategy to increase value and retention is cross-selling. Let’s explore how to leverage cross-selling in digital banking. We show how to cross-sell successfully and how you can enhance customer relationships by doing so.

1. Understanding Cross-Selling in Banking

Cross-selling in banking is simply offering existing customers additional products and services tailored to their needs.

Think of the various unmet needs of existing customers… Think of the needs of checking and savings account holders, mortgage borrowers, credit card users, and more. These users have unmet problems that need solving but should be presented properly.

Why does cross-selling matter

The primary goal of cross-selling is to retain users, build better experiences and relationships with customers, increase wallet share, and ultimately generate more revenue.

Also,

  • It is more cost-effective to sell additional products to existing customers than to acquire new ones.
  • Increasing wallet share leads to higher customer loyalty and retention.
  • Offering personalized products and services strengthens customer relationships, increases trust, and enhances overall satisfaction.
The Challenges of Cross-Selling

Every pro has a con, they say. So is true in cross-selling. While beneficial, the following challenges stop it from being successful;

  • It’s hard to find the balance between aggressive selling tactics and providing relevant, customized offerings.
  • Leveraging customer data effectively to uncover actual cross-selling opportunities is demanding.
  • Difficulty in ensuring a seamless, frictionless customer experience across all channels.
2. Leveraging Customer Data for Effective Cross-Selling

Despite the challenges, there are several ways to make cross-selling work.

Banks and credit unions have a wealth of first-party customer data. This data can be utilized to identify cross-selling opportunities and tailor personalized offers.

One way to do this is by analyzing customer behavior, transaction history, and preferences. With this, financial institutions can gain valuable insights into their customers’ needs and deliver relevant, targeted products and services.

Another way is segmenting customers based on their specific needs, preferences, and behaviors. With targeted customer segments, banks can more effectively design and deliver personalized offers, resulting in higher conversion rates and greater experiences.

The third way to use data for cross-selling is by employing predictive analysis. Predictive analytics gives insights into the likelihood of a customer purchasing additional products or services.

By leveraging machine learning algorithms and customer data, banks can create predictive models that can help them prioritize cross-selling efforts and target customers who are most likely to respond positively.

3. Digital Marketing Strategies for Cross-Selling

In the past, it was easier to sell complementary products to users as they come to the bank for their needs. With technology, we need to put in extra to reach and target users with services they care about

Email Marketing

Emailing is an evergreen tool for communication. With email marketing, you can create data-driven segmentation and craft relevant offers to increase cross-selling success.

It is important to note that people receive a ton of emails making them turned off to marketing emails. But, by sending nurturing, valuable, and engaging emails, you break through this objection and users read the emails more and convert better.

Personalized In-App Digital Banking Ads

Users engage with banking apps all the time to sort out their finances and needs. Meet them where they are with targeted ads. That said, ads can be pretty annoying. So, maximize customer data in these ads and tailor it to the individual’s needs and preferences.

Social Media Advertising

Even more than bank apps, users are always on social media. These platforms are an excellent opportunity to reach and engage customers with relevant content and offers.

But remember, users do not seek ads on social media. Make sure your copy is optimized with the platform it’s posted on and should intrigue, not aim to close a sale.

Display and Retargeting Ads

Just the way cross-selling is easier than selling to new users, people who have interacted with your company are more likely to convert.

Create a new campaign to target these warm leads and show them more valuable content thereby leading them down your marketing funnel to a sale.

Website Content and SEO

The benefit of inbound marketing cannot be overemphasized. Your website content (blogs, articles, landing pages) plays an important role in this. Optimize your website content and leverage SEO to help your company attract more organic traffic and drive cross-selling opportunities.

Create valuable, relevant content that addresses customers’ needs and preferences, and improve your online presence.

SMS Text Marketing

Gaining more attention in recent times is SMS text marketing which offers high response rates and is an effective way to reach customers with targeted personalized offers.

Again, with your arsenal of customer data, craft relevant text messages to users with personalized offers and services.

4. Traditional Marketing Strategies for Cross-Selling

Because of how competitive the banking industry is, you do not want to leave anything by chance. So, in addition to digital marketing efforts, improve your cross-selling success with traditional marketing strategies.

Here are some traditional marketing approaches for cross-selling in banking:

Networking & Chambers of Commerce

By joining local chambers of commerce, you can demonstrate commitment to the community and network with other businesses. By doing this you build relationships and identify more cross-selling opportunities.

Local TV and Radio

Social media might have taken up a portion of the market from these guys, but, TV and radio still have a large audience of active users. Advertising on these channels can help banks reach a wider audience and promote their products and services.

Achieve this by understanding and segmenting the audience in these platforms and dedicating appropriate ads to users in their various channels and stations.

Billboards and Out-of-Home Ads

The advantages of billboards are in reaching specific customers and users in specific geographic areas where other marketing channels aren’t as effective. Also beneficial is to use them to drive brand awareness, solidify positioning, and promote cross-selling opportunities.

In using billboards and out-of-home ads, eye-catching graphics and concise messaging win the cake.

5. Empowering Staff for Cross-Selling Success

Staff engagement and training are important for company growth and are critical components of successful cross-selling initiatives.

How do you empower your employees with the necessary customer insights, tools, and training, to increase the likelihood of cross-selling success and drive your revenue growth?

Training and Skill Development

Provide your staff with ongoing training and skill development opportunities helps them become more effective at cross-selling. Teach employees how to identify customer needs, offer relevant products and services, and communicate effectively.

Leveraging CRM and Marketing Automation

Customer relationship management (CRM) and marketing automation platforms can be invaluable tools in driving cross-selling success. Integrate these systems with customer data and insights, to streamline and supercharge your cross-selling efforts.

6. Creating a Seamless Customer Experience

A seamless, frictionless customer experience not only wins you clients but gets you, loyal users and advocates. Remember to take customer experience very seriously and constantly reach out to your users to get feedback as well.

Optimizing Digital Channels

Invest in the ease of your users – our finances are stressful enough. Incorporate user-friendly, responsive digital platforms, to make a friction-free and seamless online experience with your products and services.

Streamlining Branch Operations

Your bank operations should be optimized to create a more efficient, customer-centric environment. Put in place streamlined processes, train your staff, and leverage customer data, to not only improve digital efforts, but in-branch experience as well for cross-selling.

7. Measuring Cross-Selling Success

How then do you measure your success?

You do this by tracking the success of key performance indicators (KPIs). Pinpoint areas for improvement, and refine your cross-selling strategies.

Note: This is a continuous process to refine and improve your marketing.

Key Performance Indicators

Here are some KPIs to keep track of:

  • Number of cross-sold products per customer
  • Cross-selling conversion rates
  • Customer lifetime value
  • Customer satisfaction scores
8. Staying Compliant with Cross-Selling Regulations

You don’t want to mess with regulators. Always ensure you comply with all relevant regulations and guidelines. Adhere to industry best practices and maintain transparency while cross-selling at all times. This helps minimize potential risks and maintain strong relationships with your customers and regulators alike.

Regulatory Compliance

Laws and regulations related to cross-selling include fair lending and consumer protection laws. Work closely with your legal and compliance teams to navigate the regulatory landscape and ensure you don’t break rules unknowingly.

Ethical Cross-Selling Practices

This means that you ensure all cross-selling efforts are transparent, customer-centric, and focused on providing value rather than forcing products on users to make a sale.

9. Future Trends in Cross-Selling

As the banking landscape continues to evolve, cross-selling strategies must also adapt to changing customer needs, preferences, and expectations. Stay updated with trends and technologies, to position yourself for continuous cross-selling success.

Here are a few to keep in mind and implement…

Artificial Intelligence and Machine Learning

Because of the constant learning capability of artificial intelligence (AI) and machine learning, these technologies would always enhance banks’ cross-selling capabilities. Implement AI-powered analytics and automation, to uncover deeper customer insights and sell better. Sales become better by providing more personalized, data-driven, and relevant experiences for customers.

Personalization and Customer Experience

These have become compulsory in the banking sector. How would you feel receiving an email with the first sentence reading, “Hello sir/Ma’am”

Cringe!

Personalization is very important and improving customer experience increases users’ lifetime value among other benefits.

Conclusion

Cross-selling is an essential strategy for growth and success in the banking industry. While the identified strategies are important for success in cross-selling, accurately leveraging customer data remains a problem for banks.