Financial Services Companies Focus on Delivering a Better Customer Experience

As I conduct more interviews with IT professionals, it’s clear financial services companies (banks, brokers and insurance) are investing a lot of money and resources into leveraging data to provide a better customer experience.

customer experience

As I conduct more interviews with IT professionals, it’s clear financial services companies (banks, brokers and insurance) are investing a lot of money and resources into leveraging data to provide a better customer experience.

Better late than never. Banks have long had a plethora of information about clients; whereby, they should have been able to suggest products and anticipate needs based on life events (college, first job, marriage, home, children, job change, retirement, etc.). Unfortunately, the data was in silos and they were not taking a holistic view of their customers.

Slowly but surely, this is changing as:

  • Rocket Mortgage enables customers to get approval for a mortgage or an equity line of credit in minutes.
  • Square enables sellers to process credit card transactions via smartphones or tablets.
  • Mint provides free, web-based financial management software.
  • Robinhood provides zero-fee stock trading.
  • Personal Capital provides online financial advice, personal wealth management and algorithmic trading, for much less than a traditional broker.

These companies are providing a seamless user experience (UX) across a multi-platform and multi-device landscape. They’re providing real-time information of value to educate customers and prospects. In a recent study, Oracle found that 80% of consumers are accessing their financial institution digitally.

Several banks have automated their loan processing so they are able to get more accurate and complete information upfront and provide loan approval the same day, rather than in 30 or 45 days. The process is better for the financial institution, as well as the customer.

But Are Traditional Financial Institutions Too Late?

After having moved half of my investment portfolio to the algorithmic trading arm of Edward Jones, I decided to move it all to Personal Capital, the algorithmic trading arm of Pershing.

As with most things, I believe we will see a range of activity and acceptance based on the people I interview in the big data, artificial intelligence (AI), and machine learning (ML) space.

I’m still waiting for the first FinTech, using AI/ML, to guarantee the security of my personally identifiable information (PII) and my money. The first FinTech to do this will quickly become a market leader for more conservative consumers and investors.

We will continue to have FinTechs using AI/ML to make customers’ lives simpler, easier, saving them money and giving them incentives to share their information. Consumers who are less concerned with the security of PII and more concerned with “deals” and CX will be attracted to these FinTechs.

It will be fun to watch it shake out over the next couple of decades. I believe companies that remove friction, eliminate pain, make customers’ lives simpler and easier, and do so securely will ultimately win share of wallet.

What do you think?

Author: Tom Smith

Tom Smith is a DZone research analyst who built a career gathering insights from analytics to inform integrated marketing plans that make a significant positive impact on business. He's a hands-on leader in marketing and analysis who has worked with more than 120 clients in eight vertical industries. Smith is an experienced full-stack marketer who uses insights to drive positioning and branding, demand generation and lead creation, channel management, and customer relationship management and customer experience. The purpose of his blog is to share thought-provoking insights regarding customer experience. Reach him at tctsmithiii@gmail.com.

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