Marketing Trends across Financial Services 07 Customer Experience Is Key, but Not without Challenges Despite the general consensus among financial services marketing leaders that customer experience is an important differentiator, many still face challenges in its pursuit. Across financial seNices segments, marketing leaders are hitting some similar obstacles in their quest to create connected customer experiences. Marketers in banking, capital markets, insurance, wealth management, and other financial services* point to disparate data sources, disconnected roles and tools, and insufficient resources. Top Three Challenges Financial Marketers Face in Creating a Connected Customer Experience* Banking 1 Difficulty leverag ing data from different sources 2 Difficulty aligning roles to customer lifecyc le stages 3 Creating a shared, single view of the customer Insurance 1 Difficulty leverag ing data from different sources 2 Insufficient interna l resources 3