The Customer Experience Exchange for Financial Services US has released a new report, Personalization vs Automation, which offers insight into the ongoing debate within the financial services industry on how to approach customer experience in the 21st century.
Some say the industry faces a choice – either place greater importance on adopting a personal approach to their customers, or drive efficiencies through automation.
The research, which included interviews with ING Bank, Metro Bank and Atom Bank, revealed how these very different financial services providers are seeking to adapt to a world in which banking is increasingly done by smartphone rather than in branch.
ING, often viewed as a traditional provider of financial services, says they are developing their analytical skills to understand their customers better and provide the services they want.
Metro Bank, a challenger bank known for its rapid recent growth, is prioritising the recruitment of the best talent and equipping them with the skills to provide a level of customer service which will distinguish Metro Bank from its rivals.
Atom Bank offers only online banking, and seeks to empower customers by giving them greater control of their account without the need to contact a call centre or use a branch.
One thing is certain: there isn’t a ‘one size fits all’ solution for financial services organisations looking to provide a first class customer experience.
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