Margaret Heyland, Chief Customer Experience Officer at the American National Bank of Texas, and Brian Strauss, Vice President of Solutions and Insights at Moxie discussed the importance of digital guidance in creating an excellent customer experience.
At the 2018 Leadership in E-commerce Forum, held in Dallas on May 22, Strauss began by introducing the current retail landscape: “Over 300 major companies filed for bankruptcy last year, and over 6700 retail locations closed. Online is where it’s at, but the challenge is that so many experiences are the same—you go to a site, browse through a catalog, and you’re expected to make all the decisions on your own and work the cash register by yourself—a cash register that’s different from every other cash register out there.”
Most people want to be told something useful before they realize they even needed to know it. Companies that are highly successful with leveraging this technology (such as Amazon and Google) are trying to look beyond singular transactions and build ongoing relationships that provide value for the long term. This translates into a set of expectations that people are bringing with them to their shopping experiences globally.
“People need help, they need it right where they are in your store, and they don’t want to channel shift,” Strauss noted.
Today’s digital customers expect speed and ease to complete tasks and want expertise whenever they find they need it. To help fulfil these desires, companies must
How do companies get in front of customers who encounter friction or are confused about something? Chatbots can be a good solution, but those only work if customers know what problem they’re trying to solve. However, most of the time, customers don’t know what to ask.
Heyland shared something she learned from a similar problem earlier in her career when she worked at USAA, “I questioned my digital project managers about where people were falling out of the funnel, and then we went to the reps to see if we could duplicate on digital what they did on the phone. We took the information about where the customers were falling out and the language the reps were using and married those together. This was wildly successful.”
According to Heyland, the American National Bank of Texas is still very face-to-face, but wants to be a community bank in a digital world. “Though people still come into the bank to do much of their business because the web site isn’t mature. We have a whole generation coming up that doesn’t like to go into the bank. Chat bots and contextual knowledge are really going to help us with that. We’re going to try to replicate online what the financial services reps in the branches do.”
American National Bank of Texas plans to redesign the website, convert to new digital platforms, and use chatbots to help customers navigate it all. As the bank brings on new applications, it will be looking at the friction points and putting in proactive advice to help customers to reduce friction during this process.