{"id":33573,"date":"2023-04-28T14:05:57","date_gmt":"2023-04-28T14:05:57","guid":{"rendered":"https:\/\/bostonchamber.com\/?post_type=thought-leadership&#038;p=33573"},"modified":"2023-04-28T18:09:40","modified_gmt":"2023-04-28T18:09:40","slug":"empathys-role-financial-institutions-digital-experience","status":"publish","type":"thought-leadership","link":"https:\/\/bostonchamber.com\/thought-leadership\/empathys-role-financial-institutions-digital-experience\/","title":{"rendered":"Empathy&#8217;s Role within Financial Institutions&#8217; Digital Experience"},"content":{"rendered":"<style> .banner:before {\r\n        background: linear-gradient(0deg,rgba(0,0,0,.5),rgba(0,0,0,.5)) !important;\r\n    }<\/style><div id=\"ra_id_1678124236\" class=\"banner  standard lazyload\" style=\"background-image:inherit\" data-bg-image=\"url(https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/10\/Event-Heros.png)\">\r\n        <div class=\"container  banner-container text-Center\">\r\n            <div class=\"row center-items\">\r\n                                \r\n                <div class=\"col-lg-10 \"  >\r\n                                            <!-- <p class=\"label special-label\" tabindex=\"0\"><\/p> -->\r\n                    \r\n                    <h1 class=\"underline-text white  required\" tabindex=\"0\">\r\n                        Empathy&#8217;s Role within Financial Institutions&#8217; Digital Experience                    <\/h1>\r\n                                            <div class=\"xyz\" tabindex=\"0\"><p><\/p><\/div>\r\n                        <div class=\"banner_event\">\r\n                                                                    <span  class=\"author-text\" tabindex=\"0\">Matthew Naffah, Partner &#038; CEO<\/span>\r\n                                                            <\/div>\r\n                    <div class=\"banner-btn-wrapper\">\r\n                                                                                <\/div>\r\n                        <!-- <a href=\"#\">Link<\/a>\r\n                        <a class=\"arrow-link\" href=\"#\">Link<\/a>\r\n                        <a class=\"external-link\" href=\"#\">External Link<\/a>\r\n                        <a class=\"more-link\" href=\"#\">More<\/a> -->\r\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<script type=\"text\/javascript\">\r\njQuery(document).ready(function($){\r\n    setTimeout(function () {\r\n        console.log('here');\r\n\t\t$('#_youtube-iframe-wrapper').show();\r\n\t}, 2000);\r\n});\r\n<\/script>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p><span data-contrast=\"auto\">Empathy plays a crucial role in financial institutions&#8217; digital experience by enabling\u00a0customers to develop meaningful relationships with the companies they engage with. <\/span><span data-contrast=\"auto\">Specifically, a bank&#8217;s website needs more empathy and personalization typically associated with in-person banking.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">While functional requirements are important, audience empathy is equally crucial in creating an experience that fosters trust and loyalty.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Empathy can be cultivated by understanding the unique needs and goals of our customers and by providing relevant products and services to meet these needs. To be empathetic, financial institutions must have a full understanding of their customers&#8217; needs and aspirations and of the factors that influence them. To develop this understanding, institutions must look beyond their own internal operations to identify the needs and goals of the customers that use their products and services. Financial institutions can achieve this by establishing exercises that lead to understanding empathy.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h4><b><span data-contrast=\"auto\">Exercises To Understand Empathy\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p><strong>A few exercises that can be done to discover customer empathy:\u00a0<\/strong><\/p>\n<p><span data-contrast=\"auto\">1. <strong>Customer Journey Mapping<\/strong><em>:<\/em><\/span><span data-contrast=\"auto\"> This exercise involves mapping the customer&#8217;s journey and experiences, identifying pain points, emotions, and needs as they interact with their financial institution. This helps you better understand the customer&#8217;s story, perspective, and feelings.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">2. <\/span><span data-contrast=\"auto\"><strong>Adjective Cards<\/strong>:<\/span><span data-contrast=\"auto\"> Adjective cards can help you identify the qualities and attributes that users associate with your brand and the expectations of your products and services. Adjective cards are typically small cards that contain single adjectives, such as &#8220;fast,&#8221; &#8220;friendly,&#8221; or &#8220;easy to use.&#8221; Ask users to choose the adjectives that best describe what they&#8217;re looking for so you can gain insight into what features and qualities are most important to them.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">3. <strong>Role-playing Exercises<\/strong>:<\/span><span data-contrast=\"auto\"> You can role-play as customers or have outside participants role-play as customers to understand their needs and frustrations better. This exercise allows researchers to experience firsthand customers&#8217; emotions and thought processes. Adjustments can be made on the fly to see how making slight changes can affect the banking experience.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">4. <strong>Customer Interviews<\/strong>:<\/span><span data-contrast=\"auto\"> Conducting in-depth interviews with customers allows researchers to gain insights into their experiences, pain points, and needs. This exercise helps researchers develop empathy by listening to customers and understanding their perspectives.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">5. <strong>Customer Observation (online)<\/strong>:<\/span><span data-contrast=\"auto\"> You can observe customers using your current website today to gain insights into their behavior, preferences, and needs. What they like and what they don&#8217;t like. This exercise allows you to see how customers interact with key pages and identify the difference between failure and abandonment on specific banking tasks.<\/span><\/p>\n<p><span data-contrast=\"auto\">6. <strong>Empathy-building Exercises<\/strong>:<\/span><span data-contrast=\"auto\"> Researchers can engage in empathy-building exercises such as writing a letter from the customer&#8217;s perspective or imagining themselves in their shoes. This exercise helps researchers uncover new angles to show empathy.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"900\" height=\"437\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/04\/customer-empathy-blog-image-inline-1.jpg\" alt=\"\" class=\"wp-image-33598 lazyload\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/04\/customer-empathy-blog-image-inline-1.jpg 900w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/04\/customer-empathy-blog-image-inline-1-300x146.jpg 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/04\/customer-empathy-blog-image-inline-1-150x73.jpg 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/04\/customer-empathy-blog-image-inline-1-768x373.jpg 768w\" data-sizes=\"(max-width: 900px) 100vw, 900px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 900px; --smush-placeholder-aspect-ratio: 900\/437;\" \/><\/figure>\n<\/div>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h4><b><span data-contrast=\"auto\">Trust Over Transactions<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">Moreover, audience empathy can lead to developing a website that instills trust in the bank. The website must be designed to establish trust by providing clear and concise information about the bank&#8217;s products and services, security measures, and privacy policies. This can include displaying security badges, using SSL encryption, and requiring multi-factor authentication for sensitive transactions. The website should be transparent, with clear communication channels that allow users to contact the bank for any queries or concerns.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">A common issue we see on bank sites that can immediately create a barrier and prevent trust with customers is that they focus too much on the <\/span><i><span data-contrast=\"auto\">transaction<\/span><\/i><span data-contrast=\"auto\"> rather than the <\/span><i><span data-contrast=\"auto\">result<\/span><\/i><span data-contrast=\"auto\"> or reasons for engagement.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:300,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When customers are applying for a mortgage, they are actually applying to get a house! We find that showing that there is a difference between a loan and a home affects the banking relationship. Buying a home is a big milestone in many people\u2019s lives. Having a good digital experience that understands the customer\u2019s position can help alleviate some of the stress associated with organizing documents, filling out forms, and getting approved.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:300,&quot;335559739&quot;:300,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><b><span data-contrast=\"auto\">Personalization Leads To Loyalty\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:300,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h4>\n<p><span data-contrast=\"auto\">Additionally, audience empathy can lead to the development of a website that fosters a sense of loyalty toward the bank. By understanding the audience&#8217;s behavior and preferences, designers can develop a personalized user experience that resonates. A personalized user experience can enhance the user&#8217;s emotional connection with the bank, leading to increased loyalty and advocacy. This same level of personalization has always been expected out of traditional branches, now the same should come from your website.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:300,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The bank\u2019s website should also provide personalized recommendations and promotions based on the user&#8217;s behavior and preferences. This can include targeted products, personalized recommendations, or customized messaging based on the user&#8217;s journey and demographics.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">One example of personalization that is a must-have on bank websites is to personalize around the customer journey. For example, a couple opening a joint checking account (a clear milestone) has an evolving financial path that should be considered. This couple&#8217;s next step is to find a home (hint: mortgage), then they may start a family (hint: HELOC, new car loan), with children (hint: college savings plan), etc. All of these points are opportunities for personalization around financial needs. Banks must be aware of all the different customer archetypes and their needs to map out financial needs. This is empathy in banking because banks show that they care by anticipating needs and being a financial partner.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h4><b><span data-contrast=\"auto\">Present Clear Information<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">Lastly, to ensure a professional and expert user experience, the bank&#8217;s website should be easy to navigate, visually appealing, and contain relevant and up-to-date information. Assistance and support should be readily available through multiple channels such as live chat, email, or phone support. A comprehensive FAQ section can also answer common questions and concerns that customers may have.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">So long as finance is complicated, there will be a need for digital experiences that focus on guiding customers step by step and educating them along the way.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h4><b><span data-contrast=\"auto\">Closing Thoughts<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">Designing a website for a bank that reflects the exact customer service expectations found within a traditional bank branch is critical in providing customers with a seamless and personalized experience. By designing a website with audience empathy, banks can create a customized user experience that fosters a sense of trust and loyalty towards the bank.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">While you are here, check out our latest <\/span><a href=\"https:\/\/isovera.wistia.com\/medias\/uamd9csues\"><span data-contrast=\"auto\">Sizzle Reel<\/span><\/a><span data-contrast=\"auto\"> and <\/span><a href=\"https:\/\/simplebooklet.com\/2023isoveralookbook\"><span data-contrast=\"auto\">Look Book<\/span><\/a><span data-contrast=\"auto\"> (featuring a new bank design we did for Leader Bank) and some of our recent work.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n\r\n<div class=\"people-spotlight three-up\" id=\"ra_id_1678135702\">\r\n    <div class=\"container\">\r\n        <div class=\"three-up-heading-wrap\">\r\n        <h4 tabindex=\"0\">You May Also Be Interested In       \r\n        <\/h4> \r\n                <\/div>\r\n        <div class=\"row three-up-slider\">\r\n            <div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/news-insights\/?1\"><h5 tabindex=\"0\" class=\"cat\">Learning &amp; Development<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/01\/new-Website-3-up-Event-Image-Template-650-\u00d7-400-px-25.png\" alt=\"EQ to elevate workplace well-being\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/400;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">EQ to Elevate Workplace Well-being<\/span><\/h3><p class=\"special-label\"><\/p><div class = \"desc\">Designed for mid-level managers and supervisors, this new certificate program addresses workplace well-being through unique, innovative, and actionable methods.<\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/programs\/eq-to-elevate-workplace-wellbeing\/\" class = \"stretched-link\">Register Now<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div><div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/event\/calendar\/?1&#038;_event_type=premier-event\"><h5 tabindex=\"0\" class=\"cat\">Premier Event<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/02\/new-Website-3-up-Event-Image-Template-650-\u00d7-400-px-26.png\" alt=\"Annual Meeting 2023\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/400;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">2023 Annual Meeting<\/span><\/h3><p class=\"special-label\"><span>May 16, 2023<\/span><span><span>4:30pm<\/span> &#8211; <span>8:00pm<\/span><\/span><span>Omni Boston Hotel at the Seaport<\/span><\/p><div class = \"desc\">On May 16, join us for our highly anticipated Annual Meeting, Greater Boston&#8217;s top business convening of the year. <\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/events\/2023-annual-meeting\/\" class = \"stretched-link\">Register Now<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div><div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/event\/calendar\/?1&#038;_network=city-awake\"><h5 tabindex=\"0\" class=\"cat\">City Awake<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/04\/new-Website-3-up-Event-Image-Template-650-\u00d7-400-px-13.png\" alt=\"City Awake: Awakening the Next Generation of Leaders\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/400;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">City Awake: Awakening the Next Generation of Leaders<\/span><\/h3><p class=\"special-label\"><span>May 04, 2023<\/span><span><span>11:00am<\/span> &#8211; <span>2:00pm<\/span><\/span><span>Greater Boston Chamber of Commerce<\/span><\/p><div class = \"desc\">City Awake is hosting a special networking event where students will have the opportunity to meet the Greater Boston Chamber staff, eat food, and create new, lasting connections with some of our City Awake Advisory Board members.<\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/events\/city-awake-awakening-the-next-generation-of-leaders\/\" class = \"stretched-link\">Register Now<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div>        <\/div>\r\n    <\/div>\r\n<\/div>\r\n\n\n<style>\r\n    .btn:hover:after {\r\n        transform: scaleX(1.05);\r\n    }\r\n<\/style>\r\n<div class=\"people-spotlight text-person color_theme\" id=\"ra_id_1680787489\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">           \r\n            \t\t\t\t\t<div class=\"col-lg-9\">\r\n                <div class=\"\">\r\n                                            <h3 tabindex=\"0\">About Matthew Naffah<\/h3>\r\n                                            <div tabindex=\"0\" class = \"text_description\">For over 17 years, Matt has been transforming the marketing industry for some of the largest global brands. His specialties focus on strategic planning, brand development, digital marketing, user experience, lead generation\/nurture, and content that achieve results and truly impacts business objectives. \r\n<br><br>\r\nSince joining Isovera in 2019, Matt has been influential in the rapid growth of Isovera. He built Isovera from a standard website development company into a full-service integrated digital marketing agency with a diverse team of talented and opened Isovera\u2019s second office in Fort Lauderdale, FL. <\/div>\r\n                        \r\n                                        <div class=\"btn-wrapper\">\r\n                                        <\/div>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-lg-3\">\r\n                <div class=\"\">\r\n                                        <h4 tabindex=\"0\">Get Connected<\/h4>\r\n                                        <div class=\" ratio ratio-4x3 avtar-wraper\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/04\/matthew-naffah-headshot.jpg\" alt=\" \" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/330;\"><\/div>\r\n\t\t\t\t\t                    <h5 tabindex=\"0\" class = \"first_last\">Matthew Naffah<\/h5>\r\n                    <p tabindex=\"0\" class=\"special-label position mb-0\">Partner &#038; CEO <\/p>\r\n                    <p tabindex=\"0\" class=\"special-label company\">Isovera<\/p>                   <div class=\"btn-wrapper\">\r\n                        <a class=\"btn secondary-cta btn-arrow\" href=\"mailto:\" tabindex=\"0\"><span class=\"icon\"><\/span>Email Matthew<\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"arrow-link\" href=\"https:\/\/www.linkedin.com\/in\/matthewnaffah\/\" tabindex=\"0\"><span class=\"icon\"><\/span>LinkedIn<\/a>\r\n\t\t\t\t\t\t                    <\/div>\r\n                <\/div>\r\n\t\t\t\t<\/div>\r\n                                         \r\n        <\/div>\r\n    <\/div>\r\n<\/div>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Matthew Naffah, Partner &#038; CEO of Isovera, details the importance of empathy within a financial institutions&#8217; digital experience.<\/p>\n","protected":false},"featured_media":33605,"parent":0,"menu_order":0,"template":"","meta":{"content-type":"","inline_featured_image":false},"tags":[37,30,46,68,71,76,31,35,51,58],"class_list":["post-33573","thought-leadership","type-thought-leadership","status-publish","has-post-thumbnail","hentry","tag-business-climate","tag-business-development","tag-ceos","tag-innovation","tag-marketing","tag-marketing-professionals","tag-professional-development","tag-small-businesses","tag-technology","tag-young-professionals"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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