Digital CX Now The Ultimate Factor In The Fate of Banking Brands

Banks and credit unions used to think that "service" is what differentiated one financial brand from another. But now, the digital experience is paramount when it comes to separating the winners from losers in the banking industry. Subscribe to The Financial Brand via email for FREE!Consumers say the overall digital experience their bank or credit union serves up is lacking. According to research by NTT DATA Services, consumers think banking providers struggle with anything beyond simple functional tasks like checking your account balances or looking up your transaction history. In the report, the study's participants said their biggest beefs with their financial institution's digital experience include: NTT DATA says one segment of consumers want simple and reliable Alexa-like interactions for routine interactions (e.g., making a balance inquiry, or checking on the status of a service inquiry).