6 Best Practices for Designing and Improving the Customer Experience in Financial Services




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With increasing competition and product commoditization, financial services organizations are increasingly looking to differentiate their value propositions by delivering improved customer experience. Customers have choices like never before, and delivering an exceptional customer experience can be a powerful strategy for retaining them and winning more of their business. As a result, some reports suggest that nearly 80% of financial services companies are making investments in processes, staff training and IT systems to achieve a winning customer experience.
This whitepaper, the result of a two-year research project involving 23 Financial Services companies across Europe and USA, looks at leading financial services organizations are designing and improving the customer experience.
The paper explores six best practices specifically applicable to financial services including defining the end-to-end customer journey lifecycle; monitoring, tracking and improving failed moments of truth; engaging customers in learning activities; personalizing the customer experience by using transaction data; applying sensory design on the tangible and visible service elements; and building trust through the consistent and reliable delivery of the experience.

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