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Duena Blomstrom: I worked with several financial institutions in the development of the Emotional Banking™ programs and workshops, using both suggestions and objections to improve the concept. The initial negative objections were mainly dismissive eye rolls and sighs, suggesting that building an emotional experience (EX) was intangible and ‘fluffy’. Bankers believed I was oblivious to the massive operational challenges because most had always worked in ‘Fortran-wired’ world. When those objections came from technologists, I welcomed them because I am able to demonstrate that IT is actually the currency that unlocks Passion and Courage alike. Once bankers understand the magic and power of user design, and how we have the technology to create amazing experiences, they become courageous and think from the customer’s perspective and start on the road to becoming a beloved brand. What Advantages do Fintech and Big Tech Firms Have in Building an Emotional Brand? Duena Blomstrom: For start-up organizations, the advantage is having First Principles on their side – the ability to design the experience from the consumer’s perspective, essentially making “Money Moments” not “Banking Products”. For the established tech giants dipping their toes in the financial services pond, they usually bring powerful and respected brand capital kept alive by solid technology and a deep data analytical mindset. Both fintech firms and tech giants already have the foundation for personalized and contextual engagement, providing an immense head start compared to a bank which has neither the technology nor the mentality to think in terms of creating an emotional bond with every interaction. Moreover, fintech and big tech firms start with a clean bill of cultural health, always striving to do right by the digital consumer.
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