445) Humanizing Digital Experiences: A True Story of Why People Still Matter

27min | 10/21/2024

Description

In today's digital age, creating a human connection in online interactions is crucial for enhancing customer journeys, especially for financial institutions. However, many banks and credit unions overlook this necessity, leading to missed opportunities and diminished customer satisfaction.

In the latest episode of the Practical Perspectives, Audrey Cannata and James Robert Lay highlight the gaps in customer service and communication, such as disjointed digital experiences and the poor handling of contact forms. Through real-time secret shopping experiments, the podcast uncovers alarming blind spots, including instances where financial institutions' phone systems demand sensitive information upfront, like social security numbers, causing potential customers to abandon their inquiries out of frustration and mistrust.

Join us as we discuss:

Live Experiment: Calling Zappos (10:58)

Emotional State and Financial Decisions (13:45)

Live Experiment: Calling a Financial Brand (16:54)

You can find this episode and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About Banking on Digital Growth

If you’re part of a financial brand marketing, sales, or leadership team, you know the entire industry is in the midst of exponential change fueled by new technologies. Consumers now make purchase decisions long before they walk into a physical branch location, if they walk into a branch at all, while mobile banks, digital lenders, and fintechs have transformed traditional growth models rooted in legacy broadcast marketing and branch sales strategies.Get ready to gain practical insights, proven ideas, and empowering inspiration as financial brand marketing and sales leaders, along with the leading digital marketing and sales technology firms, share their stories to help you maximize your digital growth potential here on Banking on Digital Growth.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About Banking on Digital Growth

If you’re part of a financial brand marketing, sales, or leadership team, you know the entire industry is in the midst of exponential change fueled by new technologies. Consumers now make purchase decisions long before they walk into a physical branch location, if they walk into a branch at all, while mobile banks, digital lenders, and fintechs have transformed traditional growth models rooted in legacy broadcast marketing and branch sales strategies.Get ready to gain practical insights, proven ideas, and empowering inspiration as financial brand marketing and sales leaders, along with the leading digital marketing and sales technology firms, share their stories to help you maximize your digital growth potential here on Banking on Digital Growth.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Description

In today's digital age, creating a human connection in online interactions is crucial for enhancing customer journeys, especially for financial institutions. However, many banks and credit unions overlook this necessity, leading to missed opportunities and diminished customer satisfaction.

In the latest episode of the Practical Perspectives, Audrey Cannata and James Robert Lay highlight the gaps in customer service and communication, such as disjointed digital experiences and the poor handling of contact forms. Through real-time secret shopping experiments, the podcast uncovers alarming blind spots, including instances where financial institutions' phone systems demand sensitive information upfront, like social security numbers, causing potential customers to abandon their inquiries out of frustration and mistrust.

Join us as we discuss:

Live Experiment: Calling Zappos (10:58)

Emotional State and Financial Decisions (13:45)

Live Experiment: Calling a Financial Brand (16:54)

You can find this episode and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About Banking on Digital Growth

If you’re part of a financial brand marketing, sales, or leadership team, you know the entire industry is in the midst of exponential change fueled by new technologies. Consumers now make purchase decisions long before they walk into a physical branch location, if they walk into a branch at all, while mobile banks, digital lenders, and fintechs have transformed traditional growth models rooted in legacy broadcast marketing and branch sales strategies.Get ready to gain practical insights, proven ideas, and empowering inspiration as financial brand marketing and sales leaders, along with the leading digital marketing and sales technology firms, share their stories to help you maximize your digital growth potential here on Banking on Digital Growth.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About Banking on Digital Growth

If you’re part of a financial brand marketing, sales, or leadership team, you know the entire industry is in the midst of exponential change fueled by new technologies. Consumers now make purchase decisions long before they walk into a physical branch location, if they walk into a branch at all, while mobile banks, digital lenders, and fintechs have transformed traditional growth models rooted in legacy broadcast marketing and branch sales strategies.Get ready to gain practical insights, proven ideas, and empowering inspiration as financial brand marketing and sales leaders, along with the leading digital marketing and sales technology firms, share their stories to help you maximize your digital growth potential here on Banking on Digital Growth.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

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