What is Customer Experience?
Customer Experience (CX) is the perception that customers have of their interactions with an organization. In this world of commoditized banking products, CX has become a key differentiator. CX with a brand begins at the first point of contact and continues through all touchpoints in the relationship. Help your personal and business customers successfully complete tasks with low effort and positive emotion.
Keys to Successful Customer Experience
Delivering great customer experience requires a customer-centric model. Customers want freedom of digital access and automation, with easy access to staff when they need help. From the institution’s perspective, automation can replace labor to add scale and economy, while allowing staff to focus on the customer’s personal and complex needs. How do you deliver this balanced use of automation and staff to maximize CX?
Meeting Customer Needs
If your institution doesn’t understand customer needs, it will have little chance of satisfying them. Needs change over time, so you must track and adapt to understand them. “Listening” to needs requires website behavior detection, well-timed and relevant surveys, and predictive analytics. In addition, self-disclosed from ARGO Accumulator, the personal financial planning tool provides insight into short- and long-term goals.
Ensuring Timely and Relevant Engagement
Engagement refers to sending timely and relevant content through the right media to connect with a customer. Customers want education and guidance, access to staff help, met needs, efficient processes, and quality service. The solution does all this by driving personalized engagement plans. It leverages segmentation, which may apply to specific market segments, age bands, or industries.
Read more: Engage Throughout the Customer Journey
Increasing Satisfaction and Reducing Friction
Much research has been done to identify contributing factors to a positive customer experience. Eighteen influences can tip the scales to increase or decrease customer satisfaction.
Read more: Increasing Market Competitiveness through Customer Experience (CX)
Listening to the Voice of the Customer
A Voice of the Customer (VOC) program collects and interprets customer feedback about their experience, preferences, and dislikes, helping the enterprise refine its products and services into what its customers truly want. Acquiring feedback through a VOC program shows you care about your customers. Intelligent surveys ask relevant questions to get the most useful feedback.
Read more: Listening to the Voice of the Customer
Using Data to Drive Decisions
Listening to customers, through both human and digital channels, empowers the institution to make data-driven decisions. Properly placed listening posts and feedback loops help isolate points of customer friction. This informs the appropriate response to reduce the risk of a negative customer experience.
