Is your customer journey damaging your brand reputation?

Posted on: July 02nd, 2015 by Art Barger

Everyone loves an adventure. But when the adventure — and I’m speaking metaphorically about your customer journey — goes awry, it can negatively impact your customer relationships. In the end, it’s your business profits that suffer the most.

We know that a single negative experience can have a lasting impression on how your customers view your brand. Along with that, the recent article, “Marketers Should Protect The Customer Journey,” cites a Cloudmark report that found 42 percent of customers are less likely to interact with a brand after being phished or spoofed. Combine these two elements and you’ve got a recipe for a customer relations disaster.

Your customer journey says a lot about who you are and what’s important to your business. When customers call your contact center and their issues are resolved in a timely manner, all’s good in the world. They’re satisfied with your service and are likely to come back again. You’re happy because you’ve successfully met their needs. Ideally, this is how every bank should operate no matter what part of the journey your customers’ are on. Unfortunately things don’t always work out that way. Customer channels are constantly facing new challenges around efficiency and security, and as well as figuring out how to meet new customer demands.

Today’s on-the-go consumers expect more. They demand faster service that’s both safe and convenient. If you don’t keep up, they’ll simply find somebody else who will. Your customer journey plays an important role in your overall customer satisfaction rates. With access to more choices than ever before, customer loyalty is always being tested with each interaction and experience.

When it comes to your call center, the way you authenticate calls can play a huge role in how your customers feel about your brand. If you’re automating your customer identification process with tools like the TRUSTID® Physical Caller Authentication solution, you’re removing lengthy telephone interrogations that are costly, non-predictive and frustrating to your customers. As a result, your customers are greeted by friendly and helpful call center agents who are ready to resolve their problems faster than if they were using more traditional knowledge-based authentication (KBA) methods to identify callers.

The fact is, each time a customer places a call to your contact center — which can range from a few hundred to several thousand calls per day — it’s an opportunity for you to build a stronger, more trusted relationship with each of them. Automating your caller authentication process is one way banks can create a more seamless and satisfying customer journey that will keep them coming back.