Independent Banker - March 2019 - 61
N
owadays, customers have all manner of
information, products and services at the touch of
their fingertips-or the sound of their voice-and
all that access has raised their expectations when
it comes to their bank.
While the term " customer experience " gets
bandied a lot by banks, appeasing the demands of the
hyper-connected, bank-anywhere-at-anytime consumer or
small-business owner is increasingly challenging.
A Salesforce study released last year points to the
difficulties in pleasing and meeting the expectations of
consumers who are used to seamless online experiences
from the likes of Amazon and Google. The study, dubbed
State of the Connected Customer, found that more than
three-quarters of the 6,700 consumer and business buyers
surveyed say it's easier than ever to take their business
elsewhere, and they are more willing than ever to do so
based on how quickly and effectively their providers meet
their needs.
" As disruptive companies leverage breakthroughs in
cloud, mobile, social and artificial intelligence technology
to deliver personalized, valuable and immediate
experiences, customers have more choices than ever, "
Salesforce says in the report. " As a result, they grow to
expect this superior experience from any business with
which they engage. "
Chris Nichols, chief strategy officer for $16 billionasset
CenterState Bank (recently merged with National
Commerce) headquartered in Winter Haven, Fla., agrees
that companies like Amazon and online payments provider
Venmo have raised customer expectations. " They expect
their banks to have the same technology and the same level
of experience. Alerts, instant confirmations and splashy
graphics are now expected, " he says.
Nichols recently sat through a focus group to get
feedback on a bank's website and mobile applications. The
comments " boring, " " hard to navigate " and " not enough
information " came up more than half of the time. Small
community banks are experiencing the same trend.
" The customer, whether business or consumer, does
want the 'always-on' mentality via online- or mobile-based
products and services, " says Brad M. Bolton, president,
independentbanker.org Q 61
http://www.independentbanker.org
Independent Banker - March 2019
Table of Contents for the Digital Edition of Independent Banker - March 2019
Table of Contents
Independent Banker - March 2019 - Intro
Independent Banker - March 2019 - Cover1
Independent Banker - March 2019 - Cover2
Independent Banker - March 2019 - Table of Contents
Independent Banker - March 2019 - 2
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Independent Banker - March 2019 - Cover3
Independent Banker - March 2019 - Cover4
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