Following the CXN Live: Digital CX 2022 event which took place on 8 November, we take a look back at the opening session to recap some of the key points that were shared.
The session, titled Expert discussion: How to provide best in class digital experience features digital CX insights from industry experts, who share their advice for defining and delivering best-in-class experiences.
The session features Jackie Buonassisi, vice-president of digital sales at US Bank; Monika Tecza, customer-centricity program manager at OLX Group; and Shirley Campbell, CX director at Payoneer.
Defining best-in-class digital customer experiences
According to Buonassisi, what US Bank considers to be a best-in-class customer experience is one that offers the least possible amount of friction for the customer. She explains that it is important customers can self-serve without any interruption from the bank, they can easily understand how to do so and they receive their results in as close to real time as possible.
Campbell shared the opinion that self-service is key and noted that if you are to offer self-service channels to customers then customers need to be able to complete the process from end-to-end by themselves.
Campbell says: “If we are saying that a customer can do something or go through a certain journey by themselves it should not be the case that the customer feels it is self-service but in the background a human touch is required, because that will lead to friction.”
Buonassisi further highlighted the importance of removing friction from customer experiences, stating that US Bank sees a more than 50 percent drop off for self-service interactions when any friction or human involvement is introduced.
The one-size-fits-all approach is broken
Buonassisi believes that it is challenging to strike the right balance, particularly between the needs of the customer and those of the risk, operations, sales and compliance departments.
Tecza explains: “We are always listening to customers, not to guess what they want, but to hear it from them and to make changes that deliver it. We are looking to understand not only who is shouting the loudest from a customer perspective but also who has the biggest impact on the business. We need to assess which customers are giving the feedback in terms of their value to the business.”
Campbell expands on this, noting that a one-size-fits-all approach does not work for customer experience. Instead, she says that a key part of personalization is segmenting customers and designing journeys that fit their specific needs.
What may delight one customer, could frustrate another. With this in mind, brands that take the time to truly understand the needs of the full range of their customers are less likely to see negative results from customer experience initiatives that have been designed with the best intentions.
Does your business offer a tailored approach for different customer segments? Let us know in the comments below.
For more expert insights into digital customer experience, catch up with the other sessions from the CXN Live: Digital CX 2022 event on-demand now.