FINAL WORD
Australian FSIs refine customer experience by focusing on connectivity
Branch , contact center and digital channels all need to be underpinned by a reliable and high-performing network so that customers can keep transacting no matter what happens . Oshadha Ranaweera , Manager for Connectivity and Network Services at Somerville , tells us more about how connectivity is important to the customer experience .
Financial services has always been a customer service-led industry , but the focus on digitally-powered service elements has increased in recent years The pandemic forced banks and other institutions to think differently about customer interactions . Like other industries , banks digitized their contact centers and increased their use of chat ( and of chatbots ), enabling agents to handle multiple online queries simultaneously , or only the most complex problems , instead of having to answer ( often routine ) queries one at a time .
There is also now a greater use of communication channels built directly into banking apps , some of which route data about customer actions through Artificial Intelligence algorithms to determine financial products they might be receptive to or other similar conversation-starters .
At the same time , banks continue to digitally enhance the customer experiences offered through their traditional branch network .
For example , Westpac has revamped branches that are designed around an ‘ open and flexible layout , maximizing front of house space with new digital technology including 24 / 7 self-service lobbies , iPads , digital marketing , video conferencing , Wi- Fi , touch screens and teller cash recyclers .’ ANZ similarly has modular branches that offer ‘ 24-hour digital transactional zones ’ and are ‘ configured to optimise customer flow and provide a digital banking experience that is smooth and intuitive .
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