Customer centricity in an Omni-delivery environment requires technology capable of projecting empathy through listening and responding to expressed and derived customer needs. Success depends on embedding listening posts capable of detecting, quantifying, decisioning, and engaging consumers through human assisted and automated channels throughout the customer journey from the early awareness and consideration stages through relationship expansion.
Meeting customer needs requires engagement over time. Institutions engage in order to educate, offer relevant products or services, follow up with intelligent surveys, refer to financial specialist, nudge to return to an incomplete process or application, notify of events or promotions, or schedule an appointment with branch or contact center staff. When the institution understands needs through listening, and responds with relevant engagement, the customer feels heard, and the institution benefits from increased acquisition, relationship expansion, and improved customer experience.
Financial institutions attempting to remain competitive by implementing bolt-on digital solutions rapidly lose the ability to meet fundamental customer needs such as feeling heard and known. Successful digital listening technology increases the customer perception of empathy in an Omni-delivery ecosystem. Customer needs leadership solutions enable the financial institution to:
For more information, download the “Improving Customer Needs Leadership” interview with David Engebos, President and COO of ARGO.