If you were wondering what a digital customer journey is, well, it begins with customers using online or mobile banking channels to carry out financial activities such as checking their account balance, making payments, transferring money between accounts or even applying for a loan.
The advantage of having an all-digital customer journey is that banks have greater visibility of what customers do on various channels. They can provide more targeted feedback and recommendations based on each individual's needs and behavior patterns. Additionally, automated processes make it easier for banks to handle large volumes of requests quickly and efficiently while still providing the personalized service levels that consumers expect these days.
There are many actions users can make on a digital customer journey. Some of the most important ones include learning about the product or service, registering for an account, browsing products or services, making purchases, requesting support and resolving complaints. Each step must be designed to meet customers' specific needs so they can easily find what they're looking for and complete transactions without any hassle.
Understanding how people interact with websites and other online platforms is key to creating an effective digital customer journey. Banks can design journeys tailored specifically to their target audience by studying user behavior patterns. Additionally, it's important to ensure all channels (website homepage, checkout page, etc.) work seamlessly together so customers have a positive experience regardless of their use.
A digital customer journey is a path a person takes when interacting with a bank or other financial institution online.
A digital customer journey may include the following phases:
- Digital Onboarding. Here the customer can be onboarded automatically, or assisted remotely by an expert, providing the relevant information and documents required by the process.
- Customer Evaluation. Here the system can evaluate the customer and their request, including automatically. This step can also be done with the support of an expert.
- Customer Engagement. When the time is right, the system can automatically get in touch with the customer, proposing a tailored offer that can even be accepted through an in-app notification directly on the home banking app.
- Business Development. In this phase, the system can support banks in identifying the best candidates for an upselling or cross-selling offer.
Any good digital customer journey aims to provide an easy, efficient experience that meets users' expectations while making it simple for them to complete transactions quickly and without hassle.
Banks can personalize their digital customer journeys by tailoring each step of the process specifically to meet their customers' needs and wants. This requires collecting data about each user's preferences and habits so that banks can create unique experiences for everyone who interacts with them online. Personalized journeys not only make customers feel valued and appreciated but also encourage repeat business and help build long-term relationships with customers.