Le Banche riusciranno finalmente a gestire la Customer Experience?

AICEX: Aspettiamo fiduciosi, del resto la scelta è tra cambiare e non sopravvivere.

The financial service industry finally heard the message in 2015. For the past decade, industry experts have been telling top management they must be involved, and they must lead the digital transformation.

Part of the problem with lending institutions has been that the executive ranks felt they were engaged, when in reality many leaders did not understand the depth and breadth of the change necessary for digital transformation. Many financial executives talk the talk, but don’t walk the walk. They say the right words, but not many are actually pushing their organizations to deliver on a customer-centric organization.

Until 2015.

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Non puoi pretendere di essere Digital

AICEX: Volete un esempio Italiano? Eccolo, una Banca Online “acquisita” da una Banca “normale” che recapita a casa una lettera dicendo “… la preghiamo di recarsi in filiale …”. No Comment.

Let me tell you about a “digital” experience I recently had with a well-known UK high street brand. I will not name the company in question but it is principally known as a chemist that also has, amongst other things, a large chain of opticians as part of its brand.

My “digital” experience was provided by the opticians part of the business and started with a letter (that’s right, a letter and not an email even though the company has my e-mail address as part of the information it requested when I created an online account) reminding me that my bi-annual eye check was due. The letter also informed me that I could arrange my appointment in one of three ways: visit my local branch, call the customer contact centre or visit the company’s website. Always keen to test out the digital offerings of companies I opted for the online method.

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