The assessment of direct financial services marketing, “Jargon Busters” (MW October 15) has sometimes been described as “confusion marketing”.
This is often the result of regulators who perceive their primary role as preventing fraud – by virtue of extensive regulation rather than encouraging customer education. This is in stark contrast to the US Securities & Exchange Commission which actively seeks to inform the public of best practice in the market with a continual “lecture circuit” to investors across the US.
The supermarkets’ approach is hardly revolutionary. Their popularity is a reflection of their strong brand values and a focus on simpler products, such as, credit cards.
Nevertheless, I believe the industry has the potential to improve communications with its customers, although many providers currently show little appreciation of the need to develop a coherent customer contact strategy.
Strategic Planning Manager
National Australia Life