Integrating Stellar Customer Experience in the Digital World

Since I have been working in and around the banking industry, I’ve witnessed a significant shift in what is considered stellar customer experience. Before the digital explosion, I may have focused on how well I was treated at the branch or on the phone; whether the bank offered convenient branch hours and locations; or how fast and easy it was for me to make account changes or apply for a loan.

Only a few short years ago, I would have said that simply offering digital banking channels to customers would provide a stellar experience. Today—with digital banking being commonplace and the preferred method of bank interactions by the majority of Americans—it’s just not enough.

So, what has changed? Why do I think it is more important than ever to integrate your digital solutions into your customer experience program? 

My simple explanation is this: when digital banking was launched, it was done so as a technology initiative run by IT departments. Because digital banking was considered a technology function or product, most banks never considered bringing the Customer Experience (CE) team to the table during platform development. Plus, the CE teams never seemed to ask to be involved.

I am not saying that banks didn’t consider the end user when developing Web and mobile capabilities. “User experience” is critical as illustrated by the millions of dollars and teams of professionals dedicated to perfecting the design and functionality that deliver a high-quality user experience to customers. 

The disconnect? Most banks’ efforts to track and improve their customers’ digital interactions remain entirely separate from the CE program. 

Today, it is critical that banks provide consistent experiences at every touchpoint, including at the teller window, on the phone or through a computer or mobile device. That’s because customers don’t differentiate between their financial institutions and these institutions’ websites or mobile platforms. These digital channels are the institution in the same way as the branch or call center. 

For my recommendations on what your bank can do to build a true, omnichannel CE program, download, Cracking the Code: Digital Channels and the Customer Experience.