亚太地区金融服务策略手册

FinancialServicesPlaybook Table of contents Market-specific implementation considerations21Braze implementation roadmap: A 90-day quick start guide23Measuring success: KPIs for financial servicescustomer engagement26Conclusion27 Introduction01Regional market dynamics02High-value customer engagement strategies for APACfinancial services04Recommended use cases and how to implement them14 Introduction In the dynamic financial landscape of the Asia-Pacific (APAC) region, alongwith Australia and New Zealand (ANZ), customer engagement has emergedas a pivotal brand differentiator for financial services institutions striving forsustainable growth. As competition intensifies, the ability to effectivelyconnect with customers is not just advantageous but essential. This guide delves into how financial services companies across APAC areharnessing the power of Braze to revolutionize their customer interactions.By leveraging Braze, leading institutions are crafting memorableexperiences that translate into tangible business outcomes—ranging fromheightened app engagement and increased cross-sell conversions toenhanced customer retention and lifetime value. Read on for practical strategies, real-world use cases, and actionableinsights that are specifically designed to address the unique challenges andopportunities present in the financial services markets of APAC and ANZ. The Asia-Pacific financial services sector is experiencing unprecedented transformation, with severalkey factors shaping customer engagement strategies. These include: Regional market dynamics Mobile banking penetration has reached extraordinary levels across the region, particularly inThailand (97%),Indonesia (90%), and Singapore (81%).Mobile-firstconsumers Trust in financial institutions varies dramatically by market—fromonly23%of Australian customers highlytrusting their banks to 70% in China. Messaging platforms dominate customer interactions across Southeast Asia such as LINE and WhatsApp,whileAustralia and New Zealandbrands favor a broader omnichannel approach.Channeldiversity Open banking regimes in Australia (The Consumer Data Right) and similar frameworks emerging in Singaporeand Hong Kong are enabling new personalization opportunities.Regulatoryevolution Across markets, significant gaps exist between urban digital natives and rural or aging populations, requiringnuanced engagement approaches.Digitaldisparity However, while APAC financial services brands face significant challenges, there are remarkable opportunities to excel. Regional market dynamics The mobile-first consumer trend necessitates that institutions notonly optimize their digital offerings but also innovate continuously tomeet the expectations of tech-savvy customers. The stark variationsin trust levels across different markets highlight the need for brandsto build and maintain credibility through transparent communicationand personalized experiences. Additionally, the diverse channels preferred by consumers inSoutheast Asia versus those in Australia and New Zealand require atailored approach to engagement that resonates with each audience.As regulatory frameworks like open banking pave the way forenhanced personalization, financial institutions must leverage theseopportunities to differentiate themselves in a crowded marketplace. Finally, addressing the digital disparity between urban and ruralpopulations will be crucial for brands aiming to create inclusiveengagement strategies that cater to all segments of society. Bynavigating these complexities effectively, APAC financial servicesbrands can position themselves for sustained growth and success. High-value customerengagementstrategies for APACfinancial services To effectively navigate the complexities of the APAC financial services landscape,brands must adopthigh-value customer engagement strategies that align with the unique dynamics of the region. By leveraging real-time data and personalized experiences,financial institutions can meet the demands ofmobile-first consumers while building trust through transparent communication.The diverse channelpreferences across markets further emphasize the need for a cohesive omnichannel approach thatresonates with customers. As we explore the following strategies,we will highlight how Braze can empower financial services brandsto enhance customer engagement,foster trust,and ultimately drive success in this rapidly evolvingenvironment. Omnichannelorchestration fordiverse APAC markets Trust-building throughtransparency&security Real-timepersonalization andcontextual engagement 1. Real-time personalization and contextual engagement Implementation tactics forAPAC/ANZ markets with Braze Strategy Behavioral triggers:Create engagement journeys usingBraze Canvasbased on specific customer actions or inactions (e.g., trigger a helpfulSMS when a loan application is abandoned, send a push notificationfor unusual spending patterns, delivera congratulatory message foraccount