How institutions are strategizing to build customer-centric banks

For 3 years, American Banker has been conducting research to understand what matters most to customers in their banking relationships. That research, Humanizing the Customer Experience in Banking, revealed that there are four drivers that are key to fostering customer satisfaction and advocacy: Emotional, Sensorial, Intellectual and Behavioral. Beneath those drivers are a series of attributes that customers value in their banking relationship. Banks that score well on their ability to deliver on those attributes are more likely than lower performing competitors to have loyal customers and long-term relationships. But creating a blueprint to support those experiences through technology can be challenging.

In this session we will draw on insights from new research conducted by American Banker and ServiceNow that provides insight into how institutions are strategizing to build customer-centric banks. More specifically this research 1) investigates the extent to which banks are taking the steps necessary, and making the technology investments required, to successfully deliver on the aspects of the banking experience customers value most, and 2) identifies what kinds of banks are leading or lagging in the application of those actions