Customer experience management
Refining customer experience
In an era of increasing consumer disloyalty, banks must be more attuned than ever to improving the customer experience for customers. And if that means setting up fully fl edged ‘innovation labs’ to address this core issue – as well as staying ahead of the pack more generally – then so be it. Martin Morris talks to Dirk Elsner, senior manager innovation and digitisation at DZ Bank; Laurent Darmon, CEO at La Fabrique by CA; and Pascual de Juan, the innovation labs director at BBVA, to fi nd out more.
T
he one truism in the banking sector has always been that customers are constantly demanding better service. It’s a fact, moreover, that’s becoming increasingly challenging for financial institutions to respond to. Between the pandemic, branch closures, staffing shortages and fierce competition from neobanks, institutions are having to work harder than ever to keep their clients happy. Customers themselves, for their part, are becoming ever more discerning. According to one recent poll, a full 84% of clients said they’d switch banks if they thought the replacement had better customer
service. No wonder, then, that financial institutions are rushing to manage customer expectations over the long term, investing in innovative new products that are bound to draw a smile.
Innovation nation
At the coalface, one of the most interesting tactics involves establishing so-called ‘innovation hubs’ – places where ideas from different departments can be submitted and discussed. Assuming an idea gains traction, it can then be developed before eventually being unveiled to customers. Apart from
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Future Banking /
www.nsbanking.com
Viktoria Kurpas/
Shutterstock.com
Viktoria Kurpas/
Shutterstock.com
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