スナップチャート

Digital Banking Surges, but Don’t Dismiss the Human Touch Just Yet

US banks differ widely in how customers perceive their performance on disputes and complex episodes.

スナップチャート

Digital Banking Surges, but Don’t Dismiss the Human Touch Just Yet
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During the Covid-19 pandemic, US consumers have relied more on their smartphones and laptops to resolve even complex or emotive banking issues and disputes. Bain & Company’s latest survey of about 26,500 consumers through the NPS Prism® customer experience benchmarking service finds that digital has emerged as the most-used banking channel for dispute or advice episodes, overtaking the branch or call center. In general, consumers liked using digital more than human channels. However, a personal touch still has value: In episodes that involve advice, survey respondents who started digitally but ended by speaking with an employee gave higher loyalty scores than episodes that were exclusively digital. Beneath the averages, there’s a wide variation in the performance of traditional banks, with the Net Promoter Score℠ for complex episodes ranging from 41 to 25. The best banks have designed convenient digital channels that allow consumers to complete episodes quickly; they field responsive, helpful agents; and they resolve problems at the first contact.

Related brief

Many Banks Have Impressed Customers Recently—Can They Extend This Streak?

Migrate banking customers to digital self-service for simple transactions, and reserve the human touch for moments of truth or emotional situations.


Net Promoter®, NPS®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

NPS Prism® is a registered trademark of Bain & Company, Inc.

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