Customers have changed their way to interact with their banks. They still need help – card services, student loan assistance, deposit notifications, mortgage refinancing and more – but are often using digital channels rather than visiting their branches in person.
Consumers’ needs and expectations about digital channels have already increased. More and more bank customers are using chat, SMS or messaging apps instead of making a phone call as their primary means of communication. And emails remain a popular way for consumers to interact with you.
If you work for a financial institution that has struggled to keep up with all these changes, you’re not alone. Issues with scalability and security due to ad hoc implementations have led to inconsistent user experiences across voice and digital interactions. Larger financial institutions with diverse business units have the added challenge of providing a customer experience that is consistent across all business units.
As partners of valued banking clients, we see this first-hand. Even if someone is using the perfect platform to solve a problem – and even if he is paying to use digital channels – he is still reluctant to implement a digital banking strategy. He perceives high risk, high effort and low return just to justify it all. Our role is to dispel the common preconceptions about digital channel deployment.
I would like to share with you two important factors required for successful digital interactions in banking and finance scenarios from the perspective of a Genesys Cloud CX™ user.
Deployment with real-world use cases as a foundation
Simply deploying new channels is not the right approach. New digital deployments often fail when the design is derived from your internal goals and does not take into account your customers’ objectives. Our experience with financial institutions has shown that you get results faster and move forward better when you apply user-centred design techniques.
We deliver digital channels for Genesys Cloud CX using a proven use case approach that is driven by your customer outcomes. With this approach, you can deploy digital interaction strategies in combination or individually. This simplifies the adoption process for employees and minimises risk for the business.
Most importantly, you need to meet the expectations of today’s banking customers and the way they want to interact with you – digitally or not at all.
First walk, then run, then fly
Think big, but start small. Determine which methods of digital interaction are most important to your customers. There we start to create one experience at a time until that style of interaction becomes part of your brand. Now that you’ve mastered the basics, “walk the walk” and be ready to explore more advanced applications.
For example, start building trust in routing simple chat interactions to agents. Depending on the scenario, this may mean that customers can contact one of your agents through your website to find out about card services, customer problem-solving processes or new account launch activities.
If this part is self-evident, start adding co-browsing so your customers can click the “Share Now” button to show agents what’s holding up their progress. These are just two of many possible options you can tackle at the ‘walking’ stage.
When you’re ready to move to the next stage, introduce predictive interaction using artificial intelligence (AI) to identify when a customer will leave your site. At this point, your staff can proactively make contact and turn that customer into a happy, loyal customer. At this point you can really show empathy across your digital channels and start ‘flying’.
Adding new digital channels and AI to your business may seem like a challenge, but it’s not at all. Especially when you work with experts like us.
The world of digital interaction is waiting for you. Are you ready to serve your customers where they are? Let’s talk with us. We look forward to working with you.
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