Consumer Engagement: Helping People Want What They Need

by Timothy Flacke; Kristen Bryant

Feb 16, 2016

Developing or delivering a product, tool, or service that meets consumers' needs and leads to impactful behavior change is a significant challenge. Simply creating tools to foster financial security has not been enough to ensure that consumers will use them, much less benefit from them. Consumer engagement is an approach to tackling these key challenges that focuses on the needs, expectations, and realities of those being served by financial empowerment practitioners.

Consumer Engagement: Helping People Want What They Need describes both a philosophy and a process for developing and delivering financial products and services. At the core is the consumer, who is the intended target of financial empowerment efforts and the key stakeholder; he/ she is the actor who ultimately decides what tools to use and is an indispensable source of intelligence about his/her needs and wants.

Three pillars define consumer engagement, each of which informs and relies on the others: Demand Focus, Deep Connection, and Enthusiastic Use.

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