Improving the Customer Journey

WRBR 2018 finds that across different channels, positive customer experience is low, and it is imperative for banks to improve the overall customer journey through continuous investments into customer experience augmentation, and proactive delivery of personalized products and services.

Banks report low satisfaction levels across different channels

Despite investments into digitization and emerging technologies, barely half the customer base had a positive bank experience. Why? Possibly because bank investments largely target front-end augmentation versus improvement of the end-to-end customer journey. Although most banks, globally, are slowly moving from brick-and-mortar branches to digital, branch-as-a-channel continues to be valued across all customer segments.
Compared with the overall base – Gen Y and tech-savvy customers (both high-potential segments) attributed relatively higher importance to digital channels (mobile and internet). However, across all channels, positive experience for Gen Y customers dipped when compared with the overall base.

World Retail Banking Report 2018

The World Retail Report 2018 from Capgemini and Efma explores how the intrusion of non-financial services players, emerging technologies, and soaring customer expectations have impacted the banking industry and set the tone for innovation and future business models.

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