In a perpetual state of dissatisfaction
November 18, 2009I often find myself in a banking center simultaneously using an ATM and logged into the Mobile Banking application on my iPhone.
I find that I need the combination of the two experiences to achieve my one desired expected must-have experience. Which means that I am constantly in a state of dissatisfaction with either channel.
This is problematic for many reasons, two in particular. First, there must be millions of others who feel just like me. Second, these are the primary business to consumer interaction points. That being said it’s imperative to create the best possible channel experiences.
The benefits of doing so could be huge. It could drive satisfaction. It could cement critical customer relationships. And for the early-adopter innovators it could mean new unforeseen markets, products, services, customers, revenues, etc.
Right on. I too may be one of the millions you speak of. I usually put my unpleasant experiences with banking to, “well they must have *some* good reason why they’re doing it this annoying way”. However, I just had an experience with Citi that turned that assumption upside down.