Pub. 9 2018 Issue 1

Spring 2018 15 West Virginia Banker customer experience—they are willing to spend more to enhance it, after all—but do they truly understand what it means? What value does your institution bring to your customers’ everyday lives? How do customers feel when they are at your bank or use your services? These questions help define the customer experience for your institution. David Albertazzi, a senior analyst for Aite Group, weighed in on CSI’s survey results. As he puts it: “The only true differentiation today is around customer experience, and that’s where financial institutions have to compete.” So how do bankers plan to improve the customer experience this year? The first step centers on digital enhancements. The Digital Drive Intensifies 38% of bankers will improve the customer experience with digital enhancements Today, more than ever, external forces shape customer expectations. Banks must realize that they are not solely competing with other financial institu- tions when it comes to customer experi- ences. Netflix and Amazon, among oth- ers, have ushered in an age of instant accessibility and gratification that have defined customer expectations. Matching this expectation is no easy task. But, more and more, banks are  Customer Experience Continued on Page 16 RIENCE: