9NOVEMBER 2024customer. This provides customers with so much convenience however the real value lies in the enhanced control and visibility that digital banking services offer. Customer experience is at the centre of digital banking and banks are laser focussed on designing digital journeys that supports a customers' financial and transactional needs. Within these designs great care must be afforded to ensure digital journeys don't carry any unnecessary friction, whilst ensuring they are smooth, intuitive and user-friendly for customers. Creating a continuous customer feedback loop that is integrated on your banking app is crucial, as this allows you to have an always on approach that aligns to how our customers feel, what improvements could be made and what they want to see next in the digital journey space, at a time the digital banking landscape continues to change. Digital is a key enabler for colleagues as well. In the past contact centres have been pointed towards completing routine activities however they now assume a new direction to educate customers towards digital which will increase digital banking literacy. By embracing this blended approach, the digital adoption of customer journeys will improve along with customer's perception of digital trust. While most customers are comfortable to self-serve for routine and repetitive activities, ongoing communication is required to activate all customers digitally, through push notifications; Interactive Voice Response (IVR) routing, messaging; monitoring and managing social media; introducing interactive elements to a website; to using a webchat messaging channel and bot to encourage digital adoption in a two-way chat.We are guided by what our customer wants and needs and to support this we focus on bringing digital and people together to make every day easy, so our customer can do big things.In our customers eyes you must be dependable and continue to deliver on the customer promise that is set, as this provides the starting foundations to allow you to continue to evolve digitally as customers want digital banking to become something that happens on their terms, when where and how they choose. The next stage of digital banking is far from over with customers seeking how this becomes more accessible, more personalised and more secure than ever before. While digital banking will provide greater autonomy over our customer's financial lives, all these improvements will see a greater number of customers become digitally active, as they will have their day-day finances literally in the palm of their hand. We are guided by what our customer wants and needs and to support this we focus on bringing digital and people together to make every day easy, so our customer can do big things
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