There are numerous tools for working with and managing the customer experience, but if we have to say which one is the most important, personally, I think that the Customer Journey because of its ability to empathize and understand what customers experience, in addition, more and more, it is being used to manage and transform different interactions.
During this article, I am going to share with you the different opportunities and challenges that banks face throughout their relationship with customers.
Before Hiring
Today's more digital customers are looking for information to solve their needs on financial institutions' channels, third-party blogs and through referrals from friends. Where trust and credibility for customers goes from low to high in the order listed by the different channels, being recognized as the Moment of Truth most important, or also known in marketing, the Zero Moment of True.
The main challenge faced by financial institutions is to provide that trust and peace of mind to the customer so that they feel that the decision they are making is the right one.
The main banks have been working for years to provide and make information more understandable for customers of their different products. But that's not enough, some more daring people are betting on share customer feedback right now so that past experiences are published and can inspire potential customers.
This trust and transparency of BBVA, significantly improved the company's customer acquisition efforts and results.
Contracting
The interactions related to contracting processes are those that have been working on for the most years, digitizing the different steps and processes into the simplest and most accessible products, and incrementally, it is being carried over to the rest of the products.
There are still banks focused on digitize the different contracting processes, and those who have already taken these steps, are focused on optimizing and reducing customer effort, in addition to promoting actions to capture and increase the percentage of completion of the contracting processes started.
During Use
Once people are already bank customers, their needs are focused on manage your different products in a simple and easy way, where self-management from digital channels and multichannel management in cases where assisted channels are needed is key to delivering exceptional experiences.
The main lines of work offered by banks are focused on facilitating customer navigation and self-management, even integrating services from other entities and partners that help to centralize their management in the bank's channels, positioning itself as a key app or web for them.
However, the main moments of pain What customers experience are during the usage phase, when they experience particular situations where channels with the support of an agent are key. Despite trying to migrate these situations to self-managed channels, they haven't always worked, empowerment and the tools available to them are still key to resolving at first contact.
Many banks have been designing portfolio management models for individuals with remote managers to meet individual and personalized customer needs.
In short, banks have been working more insistently on the challenges related to customer interactions during hiring, tackling digitalization and facilitating hiring processes.
Second, they focus their efforts on transformation of interactions during use, promoting self-management and omnichannel management in a connected way, in addition to promoting personalization and advice under a more efficient model.
Finally, perhaps because they are more complex and unknown, the most innovative banks work to generate trust and peace of mind during the search and evaluation processes to make the decisions to purchase the products.
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