CUSTOMER EXPERIENCE
“[ Vaue-based experiences have ] the potential to address the unique financial needs of each customer ”
ALLISON HUMPHRIES VICE PRESIDENT STRATEGY ( AMERICAS ), APPNOVATION
‘ digital consumer ’ in
a recent study , the digital experience is everything :
• 84 % hope that brands will adopt digital solutions and subsequently develop new products and services
• 53 % consider themselves already totally at ease with touchless tech , with a further 22 % indicating that they will become likewise following longer exposure
• 67 % felt that a digital experience in banking and financial management was extremely or very important to them
Humphries is of the opinion that “ a willingness to lead with empathy ” on the matter is what FSIs must demonstrate . Simply meeting expectations is conforming to the status quo ; companies must push beyond towards a more “ value-based experience that has the potential to address the unique financial needs of each customer .”
Gambardella explains that this has always been Zopa ’ s approach to CX : “ As our product set has grown , we have evolved our structure to ensure a customer-led approach which delivers greater ease and consistency . As a result , customers know what to expect from us , for example a rigorous approach to removing unnecessary fees . It also allows Zopa to reapply learnings and capabilities quickly across different areas and create greater efficiency versus a more siloed approach .”
Deloitte : CX is part of finance ’ s future
“ Delivering against an ‘ average customer ’ will not sustain profits , let alone boost them . New capabilities , including technology tools and systems and an augmented workforce , will empower financial services players {... ] in ways that are more direct , personalised , and socially responsible .”