Many view the act of “banking” as being dry, mundane and a necessary evil. But what if it could be more? What if banks tapped into emotion to create experiences that leave people feeling confident, valued, and understood?
| Alyson Clarke Principal Analyst, Forrester |
Scott Anderson Vice President, Banking Software Product Management & SME Anja Popp Senior Consultant, Diebold Nixdorf |
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| Do customers’ emotions play a part in the banking experience? | A lot of our work focuses on what makes a great customer experience. Emotion drives loyalty more than ease or effectiveness, yet banks often fall short and must do more to create emotional impact. | We have been looking at this question from a technological perspective. Not all customers want full automation, so understanding motivation helps banks avoid becoming generic and impersonal. |
| Have you seen recent changes in certain customer emotions? | Interestingly, the one issue that started to creep to the top is confidence. Consumers now seek brands that help them feel more in control of their lives and finances. | We have just started to repeat our research in some of our core markets. We’re seeing more demand for human reassurance and less for self-determination, both linked to consumer confidence. |
