Hello everyone.
In this series, I would like to explain how CRM 4.0 will bring about change in various industries and sectors.
The third installment of this series will focus on the financial industry.

Changes Required in the Financial Industry: From "Visualizing Trust" to "Building Resonant Relationships"

Until now, financial institutions have built relationships with customers through brand images such as "solidity," "trust," and "security."
But now,Mere trust is no longer enough to move customers' hearts.

-Similar interest rates and fees
・An impersonal product lineup
・Support where you don't know who is in charge

In such an environment where everyone is on the same page, the reason for being chosen tends to be "just because."
What is required there isMeaningful relationships that resonate with customers.
CRM 4.0 is a key concept for achieving this.

What financial services should aim for with CRM 4.0

CRM 4.0 Use Cases in Finance

Proposals tailored to each customer's "life background"

・Providing plans tailored to asset formation goals (child-rearing, retirement, relocation, etc.)
・Automatically designs different responses based on "values ​​(stability-oriented or challenge-oriented)" even for people of the same age and assets
・Analyze customer "voices" and emotional history to proactively eliminate "future anxiety"

Follow-up and cross-selling based on emotional data

・Following up after a change in person, proposing context based on past interactions that will not destroy trust
・AI detects changes in emotions after inquiries or seminar attendance → Sales contacts with the appropriate tone
・Supports creating the impression that "this person understands me"

360-degree collaboration between branches, web, apps, and call centers

・CRM unifies customer behavioral history, financial product ownership, attributes, and psychological trends
　Example: Open an account at a branch → Mortgage simulation via app the next day → Future planning advice sent later
・Transforming a disjointed financial experience into a meaningful flow for customers

Product and service design through co-creation with customers

・Collect and classify "consultation logs" and "opinions" through CRM → Use for new product development
- Revamp services by identifying patterns of "hidden needs" for different generations, such as young people and seniors
・Customers who have become fans form a community → Utilizing UGC (customer generated content)
*UGC: User Generated Content. Content created and published by ordinary consumers.

Relationship-based introductions and rebuilding trust

・Visualize customer "relationship networks" on CRM
　Examples: Family account linkage, referrals, relationships with old customers, etc.
・"Your acquaintances also choose this plan"The context of empathyCan be proposed with

CRM 4.0 Platform: EMOROCO Application Image

EMOROCO is an AI platform that supports personalization in CRM 3.0, but in CRM 4.0 it will serve as an empathetic CRM platform that supports "how to connect emotionally with customers" and "how to resonate with the brand's attitude."

CRM 4.0 Changes for Financial Institutions

◆Quantitative effect (example)

・Improvement of proposal acceptance rate
・Increase in the number of new accounts opened through referrals
・Increase in service application rates after financial education seminars
・Improvement of continued app and web usage rates

Qualitative effects (example)

・Sales and customer support departments will be able to have confidence in "empathy-based responses"
・Increased customer feedback that "this bank understands me"
・Preventing young customers from leaving/strengthening retention during life events

Summary: Towards "resonant finance" in an era where trust alone is not enough

The reason why people choose a financial institution is shifting from interest rates and convenience to whether or not the financial institution understands them.
CRM 4.0 is a strategy to "become a partner that supports people's lives" rather than "selling finance."
From trust to resonance, from control to co-creation.
That's the future of CRM for the financial industry.

Next notice

In our next issue, we will be discussing the theme of "Changing the education industry with CRM 4.0 - Towards relationships that nurture students' potential, not just their grades."