Banking Customers Want Human Connection & Consultation

The Story: 

While customers want to be able to reach companies on any channel they choose, new research on consumer preference shows a strong desire to connect with a real person when contacting a company. Even through a digital channel, customers still want to interact with a live expert who can solve their problems in real time. On top of that, 38% of customers expect staff to know who they are, their customer history and any pending queries, according to Forrester research. 

The Takeaway: 

With self-service resources like navigable websites and Google search that informs customers with the “right there” answers (like branch locations/hours, phone numbers, etc.), customers are seeking in-depth and personal assistance that can only be provided by real people. “Today, a great customer experience goes beyond not making errors,” according to the Financial Brand. “Consumers increasingly judge their financial institution on such qualities as ease of engagement, responsiveness, empathy, and transparency.”   

Source: Zendesk, “CX Trends 2022,” November 2022, Forrester, “Customer Service in 2022: The Times They Are A-Changin’,” March 2022, and The Financial Brand, “Top 5 Customer Experience Trends for 2023 and Beyond,” November, 2022