What is your Customer Experience strategy? Do you have one that pulls the plug or hits the jackpot every single time? There is now more emphasis on customer experience and touchpoints being more vital to connecting with your customers and growing your business. This is what Vancouver Managed IT services can add to your branding strategy today.
The taste of this new class of customers clashes with the traditional model of service that dominates the finance sector. They grew up in a completely digital environment. They have no attachment to legacy systems that banks and finance companies have been holding onto for years, despite the wave of new technologies in business and communications.
This prospect presents a problem for legacy system-loving companies, and adequately coping with the situation means decisively acting now. It’s no longer enough to automate customer support through a healthy knowledge base or canned responses to web live chat.
What’s needed now is to design customer support and the whole customer experience to suit and enhance an increasingly digital customer journey. At the very least, integrating your voice communication tools and your customer records, would allow your customer service teams to streamline the way they provide service by ensuring conversation data is captured at each customer touchpoint.
Transforming the whole customer experience from traditional to digital takes a lot of time and work to complete, but gradual changes can still have an impact on CX. Financial services providers can start their transformation by injecting these trends and technologies into their CX strategy:
Self-service Remains a Classic
The first point of customer service contact for most finance consumers is not social media, the phone, or email. It’s actually self-service. Customers only turn to their phones when they want to escalate their concerns. Self-service is preferred by financial services consumers because it gives them more control.
That is, self-service means customers dictate when and where they will interact with their provider. It also lets consumers have more freedom over their financial activities without disruptive ads or not-so-subtle suggestions from CS reps.
As customers demand to become more independent of their providers, financial services companies also become more compelled to provide better self-service options via native web apps and automated CS technologies.
Chatbots are on the Rise!
Chatbots and smart assistants are finding their way in various verticals, serving various purposes from customer support, marketing, and sales. These robots, powered by artificial intelligence, are used by the biggest banks and brands in the world.
Chatbots enable banks and financial service companies to deliver efficient, personalized and responsive service to customers at a minimum cost. Chatbots are available 24/7 and are capable of matching customer queries quickly to solutions.
Some are also programmed to take in leads, and the most advanced ones can make personalized recommendations based on previous interactions, customer data, and other factors.
These days, consumers interact with their financial services providers in a multitude of touchpoints–from online, to the branch, and even on mobile.
Omnichannel service means connecting all these touchpoints to create a seamless, consistent and pleasant experience for customers. Put another way, it means letting customers move from one touchpoint to another without feeling a disruption or disconnection.
Banks that want to overcome this problem must change their mindset from product-centric to customer-centric. Putting the customer at the core of their CX question will enable them to see touchpoints more clearly and accurately anticipate the consumers’ needs in every interaction.
Another crucial aspect of this is unifying data among teams and platforms, easing the flow of information across channels to ensure that customer interaction isn’t broken when they shift activities from say, making a sales inquiry to addressing a product problem.
Implementing Digital Integrations
An omnichannel experience isn’t possible without integration. All the platforms used to interact with customers and manage their data and transactions should be linked to ensure the smoothest workflow and the highest quality service.
The key here is connecting digital apps used to serve finance consumers with physical bank locations and customer communication platforms.
The solution to this is easing the flow of information via digital integrations. Various software and apps are now capable of integrating disparate systems, letting finance companies mix software vendors if they want to. There are also specific apps that target syncing chat channels or even emails with local banking software.
Financial services providers have to decisively switch gears before they lose touch with their customers and get left behind in the digital age.
These trends and technologies are meant to usher in a new age of financial services, one that is more adept at serving digitally-savvy and mobile customers. That doesn’t mean, however, that banks and finance companies can do without their customer service lines and human agents.
To cultivate productive long-term relationships with customers, it is necessary to cover all the bases, from the digital to non-digital touchpoints.
Phone calls, live conversations, and meetings with customers still have a high impact on the overall CX, especially so because these interactions involve human representatives from the company.
Ultimately, the digital experiences serve as continuities of the personal connection finance companies make with their customers. This you can do with Vancouver Managed IT Services.