Customer Insight: Understanding Customer Experience
By Bryan Foss
IBM
Too frequently, banking executives are so focused on prescriptive (or push) marketing, sales and service activities that they forget to understand the customers experience as the key to their success. Perhaps you have had one or more of these experiences from your bank...
- Your bank offers you a product you already have with them
- You receive a loan offer but have cash and never use loans
- You stop (or don't start) using your credit card, but they don't notice or react
- As a "20 year valued customer" they don’t seem to spot you have left them
- Your bank keeps making the same mistakes, whatever you tell them
- ... When if they tried this service themselves, they would have left long ago!
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