Rajesh Jain, Founder and MD of Netcore, said financial brands need to respond to customer intent at the right moment to avoid losing trust and revenue.
Netcore has released The Manual Workflow Tax, a guide for chief marketing officers in banking, financial services and insurance across India and Southeast Asia.
The report examines the cost of manual campaign processes in BFSI marketing, where delayed messages can miss short customer intent windows linked to salary credits, loan approvals, policy renewals and other financial events.
According to the report, 43 percent of users disable BFSI notifications when messages feel excessive or irrelevant. It also states that segmented BFSI messaging delivers 59 percent higher click through rates than broadcast communication.
The report says the cost of slow campaigns appears in two ways: missed conversion opportunities and declining customer trust. For brands running millions of customer journeys annually, even small improvements in timely communication can affect revenue.
Rajesh Jain, Founder and MD, Netcore, said, “Financial services brands that win the next decade will reach the right customer at the exact moment their financial life creates an opening. Miss it, and you pay to reacquire someone you already had.”
The report also points to changing customer expectations shaped by real time payments, mobile fintech platforms and faster digital services. It notes that India accounts for 49 percent of the world’s real time payment transactions, while mobile fintech penetration in Southeast Asia has tripled since 2019.
The guide includes a model for identifying high value customer moments across retail banking, insurance and wealth management. It also discusses how BFSI marketers can approach compliance under DPDP and PDPA while maintaining customer trust.
The report includes industry views from BFSI leaders. Ranabir Bose, Head of Marketing, Aditya Birla Capital Mutual Funds, said customer centricity in the AI era should focus on recommending the right investment at the right moment.
Suresh Arumugam, Deputy General Manager of Growth Marketing and Cross Sell, Shriram Finance Limited, said customer intent is valuable in the NBFC industry because it is time sensitive.
The Manual Workflow Tax is available for BFSI marketing leaders across India and Southeast Asia.
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