Do you know every step of your customer journey?

Posted on: January 13th, 2016 by Art Barger

One question all financial institutions should ask themselves is when does your customer journey begin? Depending on the customer channel and your point of view, the answer may vary.

For brick and mortar shops, it could be the moment a customer walks through the door. Or, the customer’s experience may start at curbside. As for call centers, does the customer experience begin the moment an agent picks up the phone? Or, does it start when the phone starts ringing? The point is, when it comes to your contact center you need to know when your banking experience truly begins.

The recent article, “When does your customer experience actually start?” explores the differences between the business and customer experience, as well as understanding which areas of your customer journey should undergo evaluation for improvement.

It all begins with understanding the first step of your customer experience. Depending on your perspective, this can mean the first step your first step your customers take to contact your call center about a problem or the moment your telephone reps start to serve callers. What are these steps, and how does your current process impact their experience?

The article calls out the “first-step problem” as being the most important part of the customer journey. The lack of understanding or not getting the first step right can either positively or negatively impact how customers perceive your brand.

Understanding your customers’ experiences, especially the first step, can lead to satisfied, loyal customers and a successful organization. Not understanding can lead to lost customers.

That said, the first step to understanding your complete banking experience is to take the customer journey yourself. Then, ask questions that help you see things from their point of view, such as:

  • What steps do your customers have to go through to reach a telephone agent?
  • Are these steps easy, frustrating or difficult?
  • At what point might your customers run into problems?
  • How do you currently validate callers?
  • Is your authentication process intrusive or unnoticeable to customers?

The answers to these and other questions can help you re-examine parts of your customer experience that you can improve on. If you find that certain areas of your banking processes are costing you more than they should, or taking up too much of your customers’ valuable time, it’s definitely worth going in and evaluating your customer experience from beginning to end. Because we all know the last thing you want is to have your customer experience effect their decision to bank with someone else.

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