If Your EMT Was Like A Banking Customer Experience…

If Your EMT Was Like A Banking Customer Experience…

Imagine you call emergency services and get an experience like today’s best banks… You call from your home phone which they recognize. Male. Late 60s. They use the latest demographics and analytics to determine there’s a 64% chance you’re experiencing a heart attack. Immediately they rush the EMT to you home, defibrillator ready to restart your heart. Except, they discover when they arrive, you’ve just fallen down the stairs. If they had known that, they would have brought the right equipment, but that message didn’t get to them in time. They weren’t prepared for a fall. Plus, they’re incentivized on the time they spend on each call. So, they look around the room, pick you up off the floor and sit you down in a chair. “Sorry we couldn’t be of much help. Call us when you need your heart re-started!” Crazy, right? But this story is similar to our banking customer experience today… which is getting worse, by the way. Banks make the same three mistakes over and over again. They are: Too Impersonal Too Late Too Short-Sighted Great banking customer experience management is built on being able to personalize the experience in real-time in a way that builds long-term customer value. Too Impersonal Our banks are built on the idea that demographics tells us everything we need to know about our customers. But that concept is old. Back when we didn’t have data, demographics were all we had to go on. Today, we have access to real-time event-based data from our customers. It’s these events that craft a customer’s financial need. Build your banking customer experience around...