Small institutions have a measurable customer service advantage over big banks in many areas. They can't afford to rest on their laurels, however. Today’s advantage may be tomorrow’s liability.
Part 1 made the case for the imperative to perfect the branch experience based on current customer preferences. In Part 2, Celent makes the case for the urgency of perfecting the digital experience based on how customer preferences are evolving.
Customer service excellence requires consistently exceeding customer expectations. Too many banks think a slick new digital outfit alone will make the look beautiful. But banks can’t deliver excellent customer service with digital alone. Since beauty is in the eye of the beholder, banks pursuing customer service excellence must execute well when and how their customers choose to interact with them. Celent's research finds that for the overwhelming majority of US adults, this means executing well both digitally and in-person.
This report draws from two consecutive surveys fielded in February 2018 among banked US adults. Sample sizes (2,360 and 2,450) were chosen to ensure statistically representative results across age, income, and location segments of the population.
For over 20 years, Celent has helped senior executives make confident decisions around their technology strategies to execute at scale.
As the financial services industry rapidly evolves, there is more complexity, with new regulations, startups, technologies, and applications to stay on top of and prioritize. Celent helps you connect this ever-changing puzzle. We offer objective advice and clarity, backed by a database of thousands of solutions and award-winning global best practice use cases. With real-life domain expertise, we also guide you through the maze of emerging tech in the pursuit of value.
Our people, data, insights, and relationships form the foundation for you to use Celent to make confident technology decisions in financial services.
