Customer experience has always been a huge focal point for financial institutions (FIs) and the need to keep customers delighted remains top of mind. While some FIs have found the secret to exciting and satisfying their customers, many more still struggle with it. How can they measure customer experience? How can they infuse customer delight in their customer interactions? And what activities enhance positive customer experience that will keep them coming back again and again?
Competition exists between FIs and it’s not always based on sophisticated technology, innovative and cutting-edge ideas, product pricing or location; a lot of it depends on basic customer experience. How are banks able to weave together an experience worthy of keeping customers engaged, delighted and eager to recommend their FIs’ product and services to friends and family?
To measure customer experience, banks sometimes use various survey methods (like those Gallup offers) which grades customer responses to basic questions about their visit to a branch, including interactions with bank employees. Banking management can then use the results to coach team members who received low customer experience scores to make improvements. And if they receive repeat low customer experience scores, the team members can be placed on a performance improvement plan to enhance their customer service and problem-solving skills. On the other hand, team members with high customer experience scores are rewarded.
In a digital world, where, according to Business Insider, over 75 percent of banking customers do their own banking digitally, the question remains: How do banks transition the level of granular service customers get with in-branch experiences to the digital realm? How will they ensure that their customers are delighted each time they interact with their banks on any digital platform? Is it even important to care if customers are delighted digitally? After all, you don’t see them so why should it matter?
FIs need to pay close attention to every one of their channels, whether that’s online, mobile or at the branch, and ensure that every response and functionality is very granular. So, to make sure your customer experience remains world-class, it’s very important that FIs listen to what their customers need and ensure that the customer experience—at every touch point—remains top notch. So how can you achieve this? Keep reading.