Anticipate customer needs and guide them to the relevant product or offers quickly. The design of this experience should be able to sense the mood of customers (learn, evaluate, action) and serve appropriate content. For example, the landing page should be able to recognize if a particular user is a new visitor or returning customer before serving content.
Leverage analytics, data mining and other technologies to understand customer preferences as well as needs, guiding them and maximizing the value of each customer interaction.
Provide a seamless experience (one interaction leading to another without interruption) across channels and devices so customers will feel positive about their digital experience with their respective banks. For instance, if a customer submits a mortgage application to his bank, all his subsequent interactions with the bank—contact with the call centre, a visit to the bank’s website or an SMS on his phone informing him about the approval of his mortgage application—should be in sync with each other.
Deliver a superior service to customers by developing digital applications that recognize contextual signals and engage customers within that context. For instance, if a customer goes abroad, the bank’s locator application on his mobile device can recognize that fact and provide contextually relevant information such as the nearest ATM machines in the vicinity.
Deepen the relationship with customers by giving them access to virtual relationship managers and other digital tools and services all day, every day, across all channels and devices.