Customer is the new business

“The financial service industry has been revolutionized by technological advancements,” opens the presentation of Samo Bryton, CEO Alternative Agency titled: ‘The Role of Technology in Fintech Marketing’ during the second day of the East African regional Fintech Summit happening at the Villa Rosa Hotel in Nairobi.

Bryton, while convincing the delegates that customer is king could not be overstated especially in this era that the end-users need change and quite often know what they want.

He says that marketing should surpass the mere profit mark to also give an emotional touch to the customer and their intended satisfaction experience.

“The role of marketing is to bring profits beyond what brands could. Build a business experience that draws your audience closer. It is not about the business but about the customer,” stressed Bryton.

He advised the financial services industry players reaching out to customers to personalize the customer experience by applying what he calls the 4R strategy namely; Recognizing, Remembering, Recognizing and Relevance to customers.

Bryton analogizes the Accenture report that states, “79% of banks and other fintech players believe that customer expectations today are shaped by hyper-relevant, real time and dynamic experiences.”

He concludes that today’s biggest business is the customer.

“The financial service industry has been revolutionized by technological advancements,” opens Samo Bryton’s CEO for Alternative Agency presentation on ‘The Role of Technology in Fintech Marketing’ during the second day of the East African regional Fintech Summit happening at the Villa Rosa Hotel in Nairobi.