Creating trust through digital and personal engagement

Creating trust through digital and personal engagement

Have banks gone too far with digital? The benefits are clear: lower cost, faster process, and convenience. But it seems as if banks are utilizing self-service because it suits them, not the customer. In times of uncertainty, customers want to know that the bank has got their back. Accenture research found that “digital on its own seldom differentiates the bank, makes the customer feel special, or builds authentic relationships.”

Clearly, there is an art to balancing human and digital interaction throughout the customer journey. For example, bank staff typically do not have the collaborative tools needed to engage with customers intelligently with a unified customer profile and options for cross– and up-sell. However, technology exists to support this. An example of this is using video to bring in experts to resolve queries in real-time drastically shortens the process, reduces costs, deepens trust, and frees up staff. Being truly human in banking interactions is the basis of real differentiation. 

• What can companies do to put context back into the conversation in a way that feels authentic? How can they support their staff to engage more collaboratively and intelligently with customers? 
• How quickly can companies today respond to changing customer habits? How flexible are  operations? 
• How can companies get greater customer engagement and higher revenue per customer at substantially lower costs?