CUSTOMER EXPERIENCE
Empowerment and innovation A by-product of customer empowerment through this new approach to CX , Gambardella continues , is placing more onus on FSIs to prove their service ’ s superiority . That consumers in the digital age are homogenising their expectations based on experiences with other tech leaders ( Amazon , Apple , Netflix , Uber , etc ) across several industries is becoming an unassailable argument . “ Customers are more likely to shop around and future innovation will need to deliver CX that ’ s faster , in the channel of their choice , and in a way that integrates more intuitively into their lives .” Zopa is embracing this way of thinking in several ways :
• Enabling customers to apply for a loan or credit card in minutes , as well as providing eligibility checks that don ’ t affect one ’ s credit rating
• An app that provides users with easy management tools , including spend breakdowns , credit limits , and payment methods
• Convenient-to-contact customer service agents and product FAQs
“ We are always listening to our customers and turning those insights into better products ,” states Gambardella . This , agrees Humphries , should be the finance industry ’ s approach to CX going forward . “ FSIs who choose to focus on their customers will see increased
46 June 2021