April 20218By Allison Paine Landers, Head of Enterprise Experience Design at Prudential FinancialWhen Banking CIO Outlook reached out to ask if I'd be interested in writing an article for this special Customer Experience edition, my initial instinct was to say no. I stepped away from the banking industry 5 years ago and didn't want my examples to come across to you, their smart readers, as out of date.Then I remembered that, although I may no longer officially work in banking, I'm still very much a consumer of it. And, there's no better way to way to improve your understanding of the current state experience you deliver than to listen to your customers. That's why it's part of the mantra I've honed over my 22+ years in Marketing, Digital Product/Channel Management, and Customer Experience­ "know your customers, listen to your customers and make things easier for them."The 10 years I was in banking, 2005 to 2015, represent a time of significant change and digitization. The industry launched an all-new channel w/Mobile optimized Web sites, Apps, and Text Messaging, mainstreamed important, game-changing capabilities like Multi-Factor Authentication and Remote Deposit Capture, and started servicing customers in their channels of choice -- via email, Chat, and Social Media. I was lucky enough to drive much of this at the two banks I worked for and to learn alongside the best in the business through my involvement w/ groups like the Consumer Bankers Association's Digital Channels Committee. The decade was as challenging and rewarding for me as my .com days.In comparison, as a customer, it feels like there hasn't been as much progress made in banking for the last 5 years. Several of the capabilities introduced during my time appear to be at a standstill instead of continuously evolving as they should. For example, why does it still take 4 clicks to submit an eBill payment? I know this is a question for a popular Bill Pay vendor and not my current bank, but customers don't know or care where functionality comes from--which means they blame you for theextra3 clicks on your site. Or, why am I still asked a security question every time I log in from my laptop ­ especially when you keep asking and I keep answering that I want you to remember it?A CALL FOR MORE CONSISTENT AND BETTER CUSTOMER EXPERIENCESIn My Opinion
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