Why the consumer experience is more important than ever
by Laura Hillhouse, on May 12, 2020
The consumer experience has always been vital to the success of any financial organisation. However, right now this experience is more important than ever. With most interactions taking place digitally, we only have one chance to get it right. And while it is a mostly digital experience, this opens up different methods of digital communications. You need to make sure the service that you’ve promised lives up to the consumer expectations in every way that you communicate. This goes for everything from emails to live chat messaging to social media. Everything should be streamlined and consistent. Credit union members, for example, will expect to receive the same experience each time they communicate with you and with any member of staff they communicate with.
Giving the same consumer experience each time depends on different factors in your organisation. Whatever methods you use, it should be the same kind of service across all of them. A lot of this will be how you manage and store all of the data on your customers. Keeping your data up to date and accessible to all staff members means the member journey should be less clunky and everyone will always be on the same page. Make sure your data and workflows are streamlined across your business as well as all of your messaging. This is important in allowing your customers to feel reassured that they are getting the best possible service every time they contact you.
Right now, there’s a lot of uncertainty going around so the experience your customers receive is important. It’s going to help you a lot with building your relationship and trust with them. So put some focus on the journey of your consumer if you haven’t already. It’s also good to take a step back and look at it from the outside in. Would you be happy and reassured by the service your organisation is providing at the moment? This is a good indicator on whether you need to do some work or not!
Get in touch to find out how Soar can help you improve your customer experience.