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</form>Text Content
SINGLE ORIGINATION PLATFORMS FOR LOANS AND ACCOUNTS ARE LENDERS’ GOLDEN TICKET
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MILLENNIAL MARKET SHARE: HOW BANKS CAN GRAB AN UNFAIR ADVANTAGE
A huge gap exists between the need of Millennials for financial guidance and the
skills and resources of bankers to provide it. That leads to bad experiences
that hinder growth. With Millennials now the largest demographic group and in
their prime earning years, banks need to find ways to close that gap before
others do. Here's how they can do it.
By Anand Subramaniam, SVP of Marketing at eGain
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Born between 1981 and 1996 and numbering over 75 million, Millennials have
become the largest demographic group in the U.S., according to the Brookings
Institution.
Millennials are better educated than any other group and are entering their
prime earning years. Banking and financial services companies that acquire and
expand wallet share with this group will be positioned for market dominance in
the new decade.
THE MILLENNIAL OPPORTUNITY
Millennials didn’t have it easy, growing up amid financial and global upheavals
— 9/11, the dot com bust, the Great Recession.
No wonder they are in financial doldrums:
* Millennial wealth levels were 34% below what they would have been without the
Great Recession of 2008, making them the slowest cohort to recover from the
downturn, according to the Federal Reserve.
* They have the highest student loan debt, twice the average of Gen X, Experian
notes.
* 53% have credit card debt and only 36% have a retirement account, per a GFLEC
study. Among those with retirement accounts, 31% are borrowing from it or
raiding it for cash.
* Only 30% of the Millennials are home owners, according to SmartAsset Report.
Moreover, they have to pay 39% more than boomers to buy their first home,
while dealing with soaring rents. It can take them nearly a decade to save
for the 20% down payment needed for home purchases.
There’s more. Only 24% of Millennials have basic financial literacy and a meager
8% have advanced financial literacy, the lowest among all generational groups,
GFLEC says. This is not a surprise, given that only 12% of Millennials have
sought financial advice for debt management and 27% for savings and retirement,
PwC reports.
All that said, Millennials are the largest and the most educated demographic
group. This presents a huge opportunity for forward-thinking banks and credit
unions to gain market share through personalized advice and guidance.
LOOKING FOR SUCCESS:
GEN Z IS TEMPTING FOR BANKING, GIVEN THE GENERATION'S FRESH EYES AND WALLETS.
YET MILLENNIALS ARE SO FAR THE LARGEST AND MOST EDUCATED GROUP — DON'T FORGET
THEM.
STATE OF BANKING SALES AND GUIDANCE
Selling to Millennials presents a critical imperative and a compelling
opportunity, but banks struggle with a wide variation in sales performance. Per
the Boston Consulting Group, top sales reps in retail banks perform eight times
better than the bottom reps in sales conversion and new account acquisition.
We list some of the reasons for this.
* Financial products keep proliferating at a rapid pace.
* One needs a PhD to understand financial concepts, products, features, and
regulations — loan amortization, debt to equity ratio, compounding, digital
services, and so on.
* Millennials and Gen Z, an increasingly growing part of the sales workforce,
turn over at a faster rate than older workers.
* Millennials and Gen Z have short attention spans. While Millennials have an
attention span of 12 seconds, Gen Z has a “gnat” attention span of eight
seconds, reports cultural intelligence company Sparks & Honey. They also hate
training, preferring to “learn on the job” instead — 65% of Gen Z say so,
according to Capita.
Verbatim: What financial services executives say about the state of sales
“We have a structural problem. Most of our young, financially struggling
customers never encounter a banker skilled enough to help them. All the best
bankers are decked against the affluent segment.”
“Every bank is worried about inappropriate sales practices and being the next
Wells Fargo.”
“I have to be honest, most of our branch bankers are just order takers. We spend
lots on training to move beyond that, but so far, we have not succeeded.”
“Our bank’s strategy is to advise our customers. The problem is we have not yet
equipped our bankers to successfully deliver the strategy.”
It is evident that most banking sales reps have become either brute-force
product pushers or passive order takers. Apart from generating bad publicity and
mistrust in professional financial advice, they are also missing the golden
opportunity to grab Millennial market share by getting them from woes to
wellness with personalized advice.
TRANSFORMING FINANCIAL SALES AND ADVICE
You may have seen this with Uber and Lyft. Any driver is able to take you from
Place A to Place B regardless of his or her navigational skills, thanks to
GPS-enabled, real-time driving guidance. Likewise, in-band guidance during the
sales interaction, powered by artificial intelligence and knowledge, provides
step-by-step real-time conversational guidance to agents, making all sales
agents — even novices — as good as the best.
Such AI-powered tools facilitate quality sales conversations that can be scaled
cost effectively. More specifically they automate conversations through a
“banker bot” and augment agents, in the case of human-assisted advice, across
channels, including digital, call center and branch. That enables consumers to
easily switch across channels during the course of conversations. Sales agents
in turn have an omnichannel view of customers.
Unlike rigid scripts and brittle decision trees that break down when the
customer takes the conversation in an unexpected direction, an AI-powered
platform adapts to the conversation and, in some cases, can work with incomplete
or imprecise data. This level of capability makes financial guidance and
coaching available to price-sensitive, digital-first Millennials.
AI-GUIDED SALES AND ADVICE AT WORK
Let us take the case of getting Millennials ready to buy a home. The AI advisor
will guide the assessment session to recommend a prioritized action plan to the
customer with successive next best steps (reducing debt, increasing their credit
score, or saving for a larger down payment). The bot will also check in with
customers as they execute their plan, encouraging progress and celebrating
success. The process repeats until the customer is ready to buy a home and eager
to discuss mortgage options. In other words, the real-time assessment guidance
and ongoing coaching creates demand for the financial institution’s mortgage
offerings.
This article was originally published on April 7, 2022. All content © 2022 by
The Financial Brand and may not be reproduced by any means without permission.
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