Applying The Basics of Customer Experience in Financial Services

Learn the basics of customer experience and the key to creating a successful customer experience in the financial service.

About the course

Customer experience is increasingly at the heart of new product and service development in banks, fintechs, and insurers as these institutions shift to digital models. This course aims to demonstrate how fintechs, banks, and non-financial services companies have created and iterated on fantastic customer experiences, through personalization, timeliness, and predictability. You’ll understand how platforms and products that encompass a fantastic end-to-end customer experience provide an added value that is critical to bringing success to your organization
Difficulty: Foundation
Duration: 150mins

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With this online course, you will:


Customer Service


Business Development

Large Organisations


The expert you’ll be learning from

Meaghan Johnson

Founder, Digital Maggs
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.

Course Content

Customer experience, or CX, is a critical aspect of any product or service development plan. The rise of Big Tech and the increasing use of psychological and behavioural economics in product and service development have given CX a deeper meaning. In this chapter, we will explore the concept of CX and how technology, psychology, and economics are shaping our understanding of it. We will also delve into the benefits of prioritising CX, the do’s and don’ts of creating a successful customer experience, and considerations for regulated industries such as financial services.
Customer experience, or CX, is not a new term. However, the rise of Big Tech and the increasing focus on psychological and behavioral economics in product and service development has given it a much deeper meaning. In this chapter, you will learn about customer experience, how technology, 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.
Personalisation, timeliness, and predictability are at the core of good CX design. In this chapter, we will dive into each core element, showing leading examples and providing tips for quick ones. We will also explore leading examples from outside of the financial services industry as a means for inspiration.
What does a great end-to-end customer experience look like in a platform? What did the organization do to achieve this? In this chapter, 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.
In conclusion, creating a successful customer experience requires a focus on personalization, timeliness, and predictability. By exploring leading examples from within and outside of the financial services industry, we can gain inspiration for putting great CX into practice. Four case studies demonstrate what a great end-to-end customer experience looks like in a platform and the steps organizations can take to achieve it. By involving customers in the development process and focusing on the core elements of CX, businesses can create a positive and memorable experience for their customers.

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