CUSTOMER EXPERIENCE
Customer experience in the age of Covid
, lead analyst, thematic and fintech research at GlobalData, provides insight on customer satisfaction and the digital migration amid the pandemic
Our research indicates a particular flavour and
C
focus of CX amid Covid-19, based on the following ‘care-abouts’:
Cost cutting Poor user experience (UX), whether in products or processes, creates many second-round costs. Complex products are harder to sell, which requires more training, more incentive plan tinkering, and often drives more branch/call centre activity, which means the bank’s greatest expense – physical infrastructure – spends most of its time dealing with a problem the bank itself has created through bad design. Amid Covid, even minor UX imperfections – such as clunky password reset procedures, or confusing mortgage payment holiday requests – drove massive uplifts in branch/call centre activity, given the volume and velocity of channel shift,
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