How have customer needs and service changed as a result of digitalization?
Balázs Németh talked about the fact that the needs of customers have changed radically and while the bank used to be a physical bank branch with complicated processes, queuing and paperwork, today market participants are increasingly trying to reach their customers for the first time if their finances are available. I want to arrange.
Changed customer needs mean that users want to access simple products and services in a clear way, in the right place, in structure, and with a visual experience. It is also very important that all this is immediately available to the customer, for which the background processes must also be oiled. Thus, the automation of back-office processes should be an inalienable part of improving the customer experience.
The organization, which provides banking and insurance services, wants to move from the digitization of daily banking activities and payment solutions to the development of more complex digital products. Simpler solutions are, of course, very important, as customers most often contact banks for such transactions.
It is important that not only the existence of the digital experience is important, but also that it is accessible from the mobile. The goal is to get as many products and services as possible into one application, from various credit products, through car and home insurance, to the handling of claims. The point is for the customer to feel that both the bank and the insurer of the application are both. At K&H’s mobile bank, customers can also open an account digitally and use their virtual card immediately. The company has more than 600,000 digitally active customers and 480,000 customers using mobile banking.
With digitization, service has also changed a lot. It used to be based solely on personal interactions and was also needed to use simpler products. Today, however, customers are becoming more and more familiar with the content of these products, so in their case, interpersonalism is getting less and less space. For complex products, however, support services and sales work are essential.
In the case of digital services, such as the web interface or mobile banking, there may be a need for personal support, especially for those who do not yet use the products in a completely intuitive way.
What does digitization mean for the customer?
The customer will experience the changes associated with digitization best if the underlying processes are automated and efficient. When we talk about the next level of digitized solutions, we need to think primarily about instant services, where the process takes place automatically. There is a part of this that the customer also sees, but there is also something that only takes place in the background. Robotics and automation solutions, in turn, serve to improve customer experience and achieve sustainable operations by providing the right operational efficiencies.
In addition, customers expect a so-called hyper-personalized service. It is therefore worthwhile to include personal elements in the digital service. This is supported by customer data, which can be used to provide personalized offers to customers when and where they need them. He smuggled into digital services And “personal touch” contributes to a closer relationship between the brand and customers. The digital connection is therefore the first, but it is important that this is done with the possibility of personal assistance, so that the customer can request support at the bank branches at any time.
According to Balázs Németh, a significant part of the downloaded applications are not used by customers, but K&H would definitely like to develop an application that users use on a daily basis. Their goal is to build an ecosystem, so they have to partner with service providers who have already built the right solution and meet K & H’s standards.. This has already been partially achieved by incorporating contactless payment solutions such as Google Pay and Apple Pay. And the customer may not even notice that they use these solutions in their daily payments. K&H also strives to be able to integrate other services related to payment transactions into its own systems. Tickets purchased for public transport since last year can also be stored in K&H Mobile Bank.
How is digitalisation transforming banking and insurance jobs?
Digital solutions are not expected to eliminate branch jobs, but will transform them so that simpler and often repetitive processes get out of there and the focus is much more on educating customers and building trust. The processes are therefore carried out by the customer alone, but if necessary, there will always be a bank employee at his fingertips from whom he can seek advice and, where appropriate, assistance.
DIGITALIZATION MAY ALSO OPEN NEW JOBS, FOR EXAMPLE, MORE AND MORE PROFESSIONALS WILL BE NEEDED TO BRIDGE BETWEEN IT AND BUSINESS UNITS.
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Source: Portfolio.hu – Bank by www.portfolio.hu.
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