The industry’s ‘new normal’ means marketers can no longer ignore customer experience

Customer experience is now just as much a part of marketing as storytelling – meaning brands can no longer afford to have poor interactions with their audience at any part of the consumer journey, Bonsey Jaden CEO Daniel Posavac has warned.

The agency boss will deliver a roadmap for how to build your finance brand in a ‘digital-first’ environment where the customer experience is crucial – due to peer reviews on the internet – during a sponsored breakfast session by Bonsey Jaden at the Mumbrella Asia Finance Marketing Summit on August 29 in Singapore.

The sponsored breakfast, which is by invitation only, will also look at the wider state of the marketing industry in the finance segment. At the event hosted at the Novotel in Clarke Quay, delegates will hear from Posavac, someone who has specialised in building ‘digital first’ brands across Asia over the last six years. 

Addressing the topic of the consumer journey, he said: “The new normal means that every experience has an impact on the relationship with the customer. It’s no longer just about content. Today, context matters just as much.

“The last mile [to purchase] is so important. It can make or break a customer relationship. Customers want top quality experiences with brands.”

Hailing from Australia, Daniel has over 10 years of global experience in digital branding. He founded Bonsey Jaden in 2014, with Singapore serving as the headquarters for the agency. It now has more than 180 staff across eight Asia–Pacific markets.

Moderating the breakfast session will be the Mumbrella Asia editor Ravi Balakrishnan. He has covered the marketing, advertising and media industry for over two decades and was previously at Brand Equity in India before joining Mumbrella in 2018.

During the one-day conference, there will also be keynote speeches by Visa vice-president of marketing for South East Asia Vivian Pan and Standard Chartered Bank global head of personal segment marketing and digital marketing Norliza Kassim.

In addition to that, delegates will see an in-depth question and answer session with Prudential Assurance Company Singapore head of customer experience and segments Harish Agarwal – not to mention sessions on  why banks fail to use their rich customer data to provide personalised marketing, the new paradigm of marketing to millennials, deconstructing the customer journey, disruption in the financial space, the validity of influencers, brand building in the digital age and much more.

There will also be 35 expert speakers from international brands like UOB, VMLY&R, Yahoo, SingSaver and Singapore Press Holdings – to name but a few. 

To buy your tickets for just $399, visit the event website here. And to receive an invite to the breakfast, reach out to the Mumbrella Asia general manager Dean Carroll at


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