Brands Are Built By CX

Brands-Are-Built-By-CX

Francois Viviers, Marketing and Communications, Capitec Bank, South Africa discusses technology-oriented strategies and talks about three founding principles that build a brand

“Strong brands are not built by advertising. It’s built by what people experience when they interact with the brand. That’s where marketers need to focus,” said Francois Viviers, Group Executive: Marketing and Communications, Capitec Bank, South Africa.

Ahead of his session at VMF, where he will talk about personalisation and its application in various industries, Viviers talks about how technology-oriented strategies and data can help create better customer journeys.

Excerpts of the interview

How is digital banking working to personalise journeys for clients?

In banking, we have significant amounts of data on people regarding their transactions, where they shop, and what they buy. The responsibility and the opportunity in assets with the bank are to use that data in a way that we can give meaningful insights back to our clients and help them manage their money better.

What strategies do you think BFSI companies must leverage to stay updated with client expectations?

Any company needs three core components. One, you need the ability to understand your client’s data and categorise and work with that data to give you meaningful insights about that customer. Second, you need the ability and the technology to communicate to that person on the relevant channel at the right time in a way that adds value to them. Third, you need the capabilities to design the right content and then deliver, measure, and optimise it. These three components are critical to any industry, not just financial services.

What tips can you give other marketers to build strong brands?

Powerful brands are built on three founding principles — one, a crystal clear brand identity that is well understood and lived throughout the organisation. The second one is to consistently apply that identity in the design of your products, services, and communication. Thirdly, strong brands are not built by advertising. It’s built by what people experience when they interact with the brand. That’s where marketers need to focus.

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