As more and more consumers continue to turn to Fintech disruptors in areas that were traditionally the province of banks, financial institutions are finding it increasingly difficult to differentiate themselves in the market. Already in 2015, majority of banking customers said that they would prefer to use their mobile phone to their physical wallet.

This is just one of many statistics illustrating the gradual phaseout of traditional financial methods in favour of digital alternatives. But what's interesting is that in many ways, the traditional banking sector has misdiagnosed the problem as one of technology.

It's very easy to fall into the trap of believing that customer support and community management are the same thing. At first glance, they’re both customer facing positions that require you to interact with those who are interested in your brand. That's not untrue, but that's where the similarities end. Each of these requires specialized skill sets and approaches to be done effectively.

Self-service customer support options are one of the best ways for businesses to simultaneously lower their costs and increase customer satisfaction. And while a large percentage of customers already prefer self service options over more traditional methods that require a representative, there’s still a sizeable selection of customers who avoid them whenever possible.

Hiring a community manager is a serious decision that no business should take lightly.

In a world where the focus is on maximizing customer experiences and customer journeys, it is by definition one of the most — if not the most — customer-centric role in an organization. The new hire’s decision-making and execution will have a huge impact on the way your brand is viewed by your target market audience from day one. That fact alone is enough to make it one of the most important roles as well.

Community managers are always looking for new ways and techniques to serve their communities better. In today's hyper connected and hyper technological world, that often takes the form of an advancement in technology. But what's interesting is that marketers can also look to the past to service their customers better.