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You've fixed all your customers' issues, so now you can turn your attention elsewhere.

If only! Delivering a great Customer Experience requires continuous improvement. Here’s why:

The Kano model tells us the things that delight lose their shine with time. If your customer experience is great today, it will be so-so tomorrow.

The Kano Model
The Kano Model

But my favourite reason is maturity. Turning your attention away from customers is as good as saying they don’t matter and you will start to make decisions that compromise the reputation you have built.

It isn’t a case of doing more of the same, but leveraging your skills at managing customer experience to be proactive. Instead of resolving problems, design new experiences. Using customer feedback to identify new opportunities to deliver value to your customers and disrupt your market. Creating a customer centric culture – where every decision considers and understands the impact on customers.

Using a Journey Map to design better experiences

When we turn data into a story – a Customer Journey Map is a great story – we start to see things we can fix, improve or transform. We don’t need to wait for negative feedback to identify these opportunities.

Consumer or retail banking is one of the industries with the highest levels of dissatisfaction – only utilities regularly score less well. As more disruptors come online, we see banks changing their processes and products, but not tackling the fundamentals of the customer experience.

In the table below you can see a short customer journey map.

Banking - five stops on the customer journey

My activityProblemImpactHow to avoid
The research stageI can't get the information I need to make an informed decision.If I can't get the information I need online, I tend to drop that provider. I don't really want a chat and I certainly won't call.Build a Customer Persona to understand potential customers' needs. Confirm with customers. Look at the competition what information do they provide. Review comparison sites and guides, what do they tell customers to look for.

Now provide that information on your website - improve on what others do with clarity and consistency. Set up processes to maintain changing information and review the effectiveness of the data using (for example) UX and Customer Support data.
Making my applicationWith more than one bank I have had an application process bomb out. Some lost my business, with one I persevered and now wish I had paid attention to the warning signs.Loss of custom, but I imagine a great deal of internal costs too.Be honest and thorough about the scenarios. For example, design the process to work with slow internet connections and dropouts.

Use first-party data to pre-fill forms.

Test, test and test again.
Getting started (on-boarding)Oh boy, I dislike a confusing on-boarding process. Seemingly endless activities, poor communications and technical glitches. And the workarounds the help desk have built to address the glitches.Of course, by now I am stuck. I don't want to start all over again, so I hang in. Now-a-days, I am likely to leave a poor review and hope to save someone else.Map out the on-boarding journey. Check every necessary action is presented and easy to follow. Make sure each process works.

Listen to customers and your front line - they can tell you what is broken. All you have to do is fix it.
Day-to-day and month-to-month activity
Logging in is a nightmare - mainly I blame the fraudsters, but some banks make this easy and some are dreadful. Ever been asked to describe a recent transaction to prove your identity - even when you can't log in?Switch. Switching is easy. And regular switchers have a good understanding of which banks are good and which to avoid. We share that information and there comes a point when the financial perks don't outweigh a bad experience.I would like to see everyone in every bank using the online service, chatting to get help and phoning the call centre. Once a month they should get together and be honest about their experience...
When things go wrongNot listening - infact let's be honest fobbing off. I particularly dislike the sense I have that banks assume we complain to get money.Sure we leave, sure we bad mouth the bank. But most importantly, it misses out on fixing a problem and delighting other customers.I love this simple yet thorough approach to managing customer complaints. I don't know the company or have any affiliations. Nor is this a recommendation, but credit when credit is due...

Schedule Your Free Consultation

After our confidential, 30-minute consultation, you will…

See a path to enhanced customer experience and business performance
Feel confident you and your team can continuously improve
Be keen to get ahead of your competitors by innovating your customer experience

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