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Applying The Basics of Customer Experience in Financial Services

About the course

Customer experience is increasingly at the heart of new product and service development in banks, fintech, and insurers. CX is not a new term, but the shift to digital, the rise of GAFA, and the increasing focus on psychological and behavioral economics in product and service development has created a much deeper meaning. Plenty of fintech, banks, and non-financial services companies have created and iterated on fantastic customer experiences, which involve three core elements: personalization, timeliness, and predictive. Platforms and products that encompass a fantastic end to end customer experience provide inspiration, and understanding how these experiences were created is critical to bringing success to your organization

After this course you will:

Topics

User experience
Customer experience
Product development
Research

Learn at your own pace

Foundation

2 hours

About Meaghan Johnson

Founder of Digital Magss

Meaghan has over 12 years of experience supporting banks, fintechs, tech companies, and management consultancies in customer experience, product development, and strategic research. Her experience includes roles as a research analyst, consultancy director, co-founder, and advisor. With a full-scale research background and deep experience in CX and UX best practices in digital financial services, her engagements include support in product development, UX design, competitor analysis, customer interviews, mystery shops, and strategy research. Currently based out of Berlin as an independent consultant, Meaghan has worked with dozens of financial institutions worldwide from the UK, Africa, Europe, and North America. She enjoys speaking at events where she can share best-in-class examples of customer experiences and helping large organizations take a customer-first mentality to product and service development. She is a Senior Advisor at EFMA, a Partner at Pacemakers, Podcast Host for Breaking Banks Europe, PPRO, Manmbu, and a volunteer at TimePledge.

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Applying The Basics of Customer Experience in Financial Services by Meaghan Johnson
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Course Chapters

Chapter 1 | What is Customer Experience?

Customer experience is increasingly at the heart of new product and service development in banks, fintech, and insurers. CX is not a new term, but the shift to digital, the rise of GAFA, and the increasing focus on psychological and behavioral economics in product and service development has created a much deeper meaning. Furthermore, banks align themselves to operate like start-ups, operating in agile and lean models, which are the heart of creating solid customer experiences. In this section, we explore what customer experience is, how technology and the role of psychology and economics are making us think deeper about CX, the benefits of putting it front and center in any product or service development plan, do’s and don’ts of customer experience, and considerations for a regulated industry such as financial services.

Chapter 2 | Keys to creating a successful financial services customer experience

Plenty of fintechs, banks, and non-financial services companies have created and iterated on fantastic customer experiences. These involve three core elements: personalization, timeliness, and predictive. This section will deep dive into each core element, showing leading examples and providing tips for quick ones. It will also explore leading examples from outside of the financial services industry as a means for inspiration.

Chapter 3 | Putting great CX into Practice

While many companies are able to create great customer experiences, oftentimes these are in silo from the broader platform. What does a great end-to-end customer experience look like in a platform, and what did the organization do to achieve this? In this section, we will explore four case studies that demonstrate a great customer experience, identify what was done, and where applicable highlight how customers were involved in the build.

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