There’s a truth we don’t talk about enough in marketing: Most customer communication today is not just ineffective – it’s out of touch.
Over the past few months, during one of the most difficult periods my family and I have ever faced, this truth became glaringly obvious. Missiles were falling. Schools were closed. We were huddled indoors with our kids. And in the middle of that chaos, my inbox lit up.
Banks offered me loans I didn’t need.
Airlines offered last-minute getaways I couldn’t take.
Streaming services promoted generic discounts.
It was a flood of irrelevant, disconnected, oblivious messaging. It showed me, the customer, that these brands weren’t paying attention. They weren’t trying to understand me. They were playing the numbers game, hoping that if they sent out enough messages, something might stick.
In contrast, a few companies stood out. They reached out with real empathy. They offered relevant benefits – extended payment terms, kid-friendly entertainment bundles, and heartfelt notes acknowledging the reality we were living in. These communications didn’t just offer value. They earned my trust.
So here’s the point: Real-time personalisation and contextual relevance are not just about business outcomes. They are about respect.
Stop playing the numbers game
It’s 2025. And yet, far too many companies still operate as if it’s 2005 – broadcasting mass messages through outdated systems, using rigid campaigns based on stale data. They’re hoping to catch attention through brute force. But in doing so, they’re alienating customers and burning brand equity.
Customers aren’t numbers. They’re people. They have lives, emotions, context. And the technology exists – right now –
to treat them accordingly.
Relevance isn’t rocket science. It’s readiness.
We work with digital brands across industries – banking, trading, iGaming and more. The ones that thrive are those that understand this:
Here’s what a CX-led fintech does differently:
- Relevance isn’t a luxury. It’s an expectation.
- Timing isn’t optional. It’s everything.
- Personalisation isn’t a campaign. It’s a mindset.
Real-time data, unified profiles, dynamic segmentation, automated triggers – these are not futuristic concepts. They’re accessible today. But only if you stop waiting for a 2-year internal IT overhaul or another committee meeting. Customers aren’t going to wait with you.
It’s not just smart. It’s what today’s customers expect.
When companies treat communication as a way to connect – not just convert – everything changes.
- You reduce churn.
- You increase LTV.
- You win loyalty.
But more importantly, you treat your customers the way you’d want to be treated. And that shows –especially in the moments that matter most.
Because personalisation isn’t about the tech. It’s about empathy.
And relevance isn’t just a KPI. It’s a form of respect.
Let’s raise the bar
If you’re still using legacy platforms that force you into a ‘spray and pray’ approach, it’s time to evolve.
If you’re still hesitant about making the leap to real-time, ask yourself: What’s the cost of staying irrelevant?
If you’re ready to show your customers the respect they deserve – let’s talk.
