Designing Outstanding Enterprise Customer Experiences in BFSI

  • July 17, 2020
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Enterprise Customer Experiences (CX) have evolved from just giving great experiences to customers to being the sole criteria by which customers favor or reject a brand. Previously, in industries such as banks and Financial Services, customer experience starts from the time a customer visits a branch to the time he/she exits the branch. Today, when all businesses are going digital, the same methodology applies when a customer visits and exits a brand’s website. The only difference here is that there is no physical or in-person interaction between the customer and the brand’s representative.


As a result, it has become quite challenging for Financial Services marketers to replicate the same in-person customer experience, digitally. It has in fact become a necessity for marketers to increase digital customer engagement. The more the engagement, the higher the chances of customer conversions. To explore this concept of designing great customer experiences, we recently had an insightful thought-leadership session with Jaimit Doshi, EVP – Head, Marketing & Digital, Aditya Birla Sun Life Insurance.


Designing Outstanding Enterprise Customer Experiences in BFSI


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Jaimit is a marketing and sales leader with risk BFSI (Banking, Financial Services, and Insurance) expertise across organizations such as Kotak Mahindra Bank, Kotak Securities, Coverfox, etc. Besides being an award-winning marketer, Jaimit applies his deep cross-functional acumen to being an advisor to startups, visiting faculty at B-schools, and also a regular speaker at industry forums. He has a strong experience in weaving everyday marketing plans into strategy and execution and also has led large-scale global teams. 


In this exciting discussion with Subra Krishnan, CEO, Lemnisk, Jaimit explains how BFSI marketers can design outstanding enterprise customer experiences. Here are some of the important insights from the discussion:




  1. Extreme simplicity of the product 

  2. Craft the sales pitch as per a customer’s journey

  3. Digital technologies such as Customer Data Platforms (CDP) help in understanding customer intent


  1. The first important parameter that the marketer should check is whether the martech tool is capable of smoothly integrating with a company’s existing technology stack

  2. The next parameter to note is the deployment time of the martech vendor. The sooner the deployment time the better for the marketer.

  3. The last and the most important parameter is to evaluate the martech tool and check if it will genuinely solve problems for the marketer.


By Bijoy K.B | Senior Associate Marketing at Lemnisk


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