In a Digital World, being Customer-first still wins

November 01, 2019 08:00 AM

Remember when you had to actually GO to the bank to do your banking? Oh, what a difference a decade can make.

 

While most of today’s financial clients expect easy, digital, mobile banking options, that doesn’t mean they’ve stopped wanting the best customer service to go along with that technology.

 

According to a 2018 Harris Poll, almost ¾ of Americans are willing to recommend their financial intuition—if they like it. And what do they like most of all? You guessed it, great customer service.

 

 

 

 

Maybe that’s why the same survey revealed that nearly 60% of people would choose a local bank over a national one—because while larger, national banks might have more robust digital banking options, regional institutions tend to have more personal customer service.

 

The sweet spot, as you can see, is being digital-first while being customer-centric. Bank customers and credit union members have made the leap to digital—and that’s not likely to change any time soon. The challenge, however, is making sure you provide a great experience, no matter where or when your customer is having it.

 

Another 60% of the Harris Poll respondents said they want their financial institution “to anticipate their financial needs the same way online retailers do.” Which means they don’t mind you reaching out—as long as you have something helpful to offer.

 

True personalization helps, such as using technology to precisely segment users, relying on data analytics to understand not just what your customers buy but why, and using data insights to update the user experience while wrapping them in relevant banking services as they move throughout their day.

Online or in-person, banking customers want the best experience, period. And the right digital banking technology partner can help you do more than just roll out innovative features. The right technology partner should provide consulting and strategy services to help you deepen your connections with your customers and provide the kind of personal experiences and services that ultimately set you apart.

 

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Survey Method: The survey was conducted online within the United States by The Harris Poll on behalf of D3 Banking Technology from September 13-17, 2018 among 2,006 U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact Amber Bush at amber@williammills.com.