A tale of 2 client experiences

Perhaps the most significant service pattern over the previous numerous years has actually been client centricity, making the client experience a leading concern. Financial organizations continue to invest greatly in innovations that enhance client interactions and assist to develop long-lasting commitment.

But in today’s digital-first world where most interactions are significantly on screen, we no longer have a particular client experience. Especially when it pertains to service, we now have 2 different, frequently detached client experiences.

  1. The digital experience
  2. The phone experience

We understand that high client effort has a considerable unfavorable influence on the general experience and long-lasting commitment. The detach in between the digital and phone experience has actually ended up being a huge difficulty, threatening to increase desertion rates and drive down client fulfillment.

Research reveals that almost 70% of consumers who call a business began their service interaction online. Often consumers go to a business’s site or app initially to get more details or fix a concern.

Unfortunately, lots of banks do not provide a simple method to digitally get in touch with a representative for consumers who require live assistance. Customers are generally required to drop in the middle of a digital experience and re-start their journey all over once again by making a telephone call. This feels out of action with today’s digital-first world.

Customers are attempting to have ONE experience and the standard design is to require them to have 2 absolutely various service experiences. Not just does this produce unneeded friction that all however welcomes consumers to carry on to a rival, however it likewise breaks the digital connection. A smooth digital experience is much better for the client, however likewise important to banks who can get insight by examining the whole client interaction rather than piecing together diverse digital and phone parts.

It’s time to acknowledge that we have 2 different client experiences and establish much better methods to supply a smooth journey with less friction. We require to return to a single client experience that doesn’t feel disjointed or aggravating. In today’s significantly OnScreen world, we require to concentrate on the digital experience.

Employing a a Digital Customer Service (DCS) platform, offers consumers with the proper support they require right on their screen—within their digital journey. Even if they require to talk with a representative, all of it takes place within the business site or app. And by the time the representative states “hello,” they currently understand who the client is and have a basic concept of what the client is attempting to achieve. The representative has context and doesn’t require to ask how they can assist the client.

In DCS, the digital experience and the phone experience are totally smooth due to the fact that they are all ONE experience—there is no “switching” included. The whole interaction occurs on the client’s screen where the representative has visual context of each client’s requirements to much better assist them to success. The client selects how to engage—chat, phone, OnScreen voice, video, etc.—and the context of their interactions follows them through the discussion no matter which representative assists them or by what methods. That makes it an essentially uncomplicated experience. And we understand the effect that can have on long-lasting commitment.

We have actually mainly progressed to a digital-first way of life. We reside on our screens which indicates business need to fulfill us there for service. In reality, offering digital customer support is most likely the most customer-centric method a banks can take today.

Glia is transforming how organizations support their consumers in a digital world, supporting a growing list of banks. Glia’s service improves web and mobile experiences with digital interaction options, OnScreen partnership and AI-enabled support. Learn more at

To find out more about Digital Experiences, take a look at the brand-new book Digital Customer Service: Transforming Customer Experience for an On-Screen World


A news media journalist always on the go, I've been published in major publications including VICE, The Atlantic, and TIME.

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