Credit Union Times: Why Personalization Alone Doesn’t Work: Credit Unions Need Humanization

On Nov. 1, 2019, Total Expert Founder and CEO Joe Welu was featured in Credit Union Times.

Targeted digital ads – those banners that follow you around the web – are the new status quo. But they can feel cold and mechanical. This is the perfect illustration of why personalization alone doesn’t work: Without context, it slashes consumer trust.

And trust, as credit unions know, is critical to banking.

Any organization can send out marketing emails with the recipient’s first and last name; members expect their credit union to deliver a higher level of customization. They’re looking for a humanized experience that reflects their relationship with the organization.

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