In the dynamic landscape of financial services, where numerous firms are vying for the same set of customers, differentiation is the name of the game. Jon Brooks, Head of Financial Services at Sabio Group, suggests some ways to stand out.
Gone are the days when just having a good product portfolio or offering competitive interest rates was enough. Today, with consumers becoming more discerning and demanding, the importance of delivering seamless customer experience (CX) has surged to the forefront.
The Power of Seamless CX
In today’s hyperconnected age, a single poor experience can lead to a cascade of negative reviews and feedback across various platforms.
Financial Services, which deal with the sensitive matter of an individual’s or business’s money, especially can’t afford to lag.
Customers aren’t just seeking a service; they’re seeking an experience — a journey that makes them feel valued, understood, and prioritised.
The firms that excel in this regard are the ones that foster trust and loyalty. They are not just seen as service providers, but as partners in a customer’s financial journey. Such loyalty means they’re more likely to get repeat business, more referrals, and more positive feedback – a true trifecta in the world of financial services.
The Perils of Neglecting CX for FS Firms
What happens if financial firms turn a blind eye to the evolving demands of modern customers?
Well, here are just a selection of potential consequences;
- Loss of Trust: Money matters are deeply personal. A glitch, miscommunication, or oversight can erode years of built trust.
- Decreased Competitive Edge: With so many firms offering similar services, customers won’t think twice before jumping ship if they feel another provider might offer them better treatment.
- Reduced Profitability: Acquiring a new customer can be up to five times more expensive than retaining an existing one. Not investing in CX is a direct hit on the bottom line.
- Reputation Risk: In the era of social media and online reviews, one bad experience can spiral into a PR nightmare.
Paving the Way for Enhanced Customer Journeys
So, how can financial services firms revamp their CX and set themselves apart?
This can be done in a number of ways. Firstly, investing in the most appropriate technologies to support your CX ambitions is a good start. From AI-driven chatbots that can answer queries round-the-clock to intuitive mobile banking apps, technology can play a significant role in smoothening the customer journey.
Personalisation is also key.
Using data analytics can help you understand a customer’s needs, preferences and behaviours. Offering personalised advice or tailored product suggestions can make a customer feel unique and valued.
Gaining feedback is also extremely important – especially if your organisation has a ‘continuous improvement’ mindset or ethos. Actively seeking feedback and, more importantly, acting on it provides a gold mine of information that can be utilised to guide improvements.
Elsewhere, front-line staff – such as contact centre advisors – represent your brand so regular training sessions, coupled with the right supporting technologies – including data-led and science-based systems that can monitor advisor wellbeing – can ensure they deliver consistent, top-notch service.
Thriving in FS means Unforgettable Customer Journeys
To sum it up, in the cluttered marketplace that is financial services, it’s those firms that go the extra mile in crafting unforgettable customer journeys that will thrive.
It’s a blend of human touch, technological innovation, and a constant ear to the ground.
So, to all the financial service providers out there: Are you ready to elevate your customer experience game?
About the Author
Jon Brooks is Head of Financial Services at Sabio Group.
Sabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.
The Group, which includes ‘makepositive’, delivers solutions and services that seamlessly combine digital and human interactions to support exceptional customer experiences.
Through its own technology, and that of world-class technology leaders such as Avaya, Genesys, Verint, Twilio, Google, Amazon and Salesforce, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.
The Group works with major brands worldwide, including Aegon, AXA Assistance, Bankia, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Sainsbury’s Argos, Telefónica, Think Money and Transcom Worldwide.