CUSTOMER EXPERIENCE
Personalisation – now is the time to embrace digital technology
, global head of Integrated Wealth Solutions, Client Solutions Group, Aberdeen Standard Investments, discusses how customer experience in other sectors influences the digital proposition in financial services
to a large extent, been driven by ‘liquid expectations’. This is when customer experiences seep over from one industry to an entirely different industry. So in terms of financial services, our customer expectations are continually shaped by their interaction with customer-centric brands such as Amazon, Apple and LinkedIn. The traditional approach for businesses was
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to focus on their competitors or companies that offered the same products and services, but that scope is now far too narrow.
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echnology is changing our relationship with money – customers are setting a different bar for experience and this has,
We order our grocery shopping online, listen to music via streaming services like Spotify, watch TV shows and movies online via Netflix and, largely due to Covid-19, we have witnessed the acceleration of customer uptake of online digital banking services. This has effectively resulted in banks transforming their business interaction with customers to a predominantly or full digital proposition within months. This digital movement has enabled consumers
to grasp the opportunity when it comes to choosing when, where and how they engage with organisations. Customers are now more in control than ever and are demanding a more personalised service. As a result, businesses need
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