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When Functionality Isn’t Enough: Tapping Your Customers’ Emotional Needs

As consumers spend less time in branches and increasingly turn to non-bank providers for day-to-day cash management, banks must stay relevant by tapping into the emotional and financial needs of their customers. New research conducted by Novantas explored the way that money makes people feel — from anxiety about paying the gas bill to their desire to give back to the community when they are financially set. The upshot: people’s emotions over their finances run ...

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