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In a dynamic market environment with constantly growing customer requirements, customer centricity - the consistent alignment of all company activities to the needs of customers - is essential. In the financial sector in particular, expectations in terms of personalisation, speed and simplicity are constantly rising - especially for digital services.
Although the German financial sector is well positioned and a positive trend has been recognisable in recent years compared to the rest of the industry (source: ), positive brand perception from the customer perspective has stagnated for the first time. In particular, the latest initiatives in the areas of process optimisation and digitalisation have had a positive impact, for example in terms of reducing time and effort in the customer experience. Nevertheless, there is still potential for improvement in the fulfilment of customer requirements and the quality of interactions.
Between innovation and regulation: the right balance for an optimal customer experience
In order to meet the increasing demands of customers in the financial sector, it is crucial to harmonise innovation and compliance. Advances in user experience, automated customer experiences through intelligent assistants and artificial intelligence (AI) as well as modern experience management systems are examples of technology-based solutions that can fundamentally improve the customer experience. However, these innovations must be carefully coordinated with regulatory requirements such as data protection or the Accessibility Enhancement Act or embedded in overall organisational governance (e.g. for social media activities).
Innovations
Innovation and new technologies are key drivers of transformation in the financial sector and enable a significant increase in customer satisfaction.
Financial institutions use data-driven experience management systems to continuously and iteratively improve their products, services and processes. They enable a precise analysis of the customer journey - in other words, a deep understanding of the extent to which products and services fulfil customer expectations. They also identify critical moments that lead to friction in customer communication and enable targeted optimisation.
The use of artificial intelligence (AI), including generative AI and large language models (LLM), allows service processes to be automated efficiently, for example. This significantly increases both customer satisfaction and efficiency. These technologies enable the automation of routine tasks at a very high level, freeing up time for crucial customer interactions where personal contact is particularly valuable. In addition, the elimination of routine tasks has a positive effect on employee satisfaction, as staff are relieved and can concentrate on more complex and fulfilling tasks. 乐鱼（Leyu）体育官网 is leading strategic alliances with Microsoft, ServiceNow, Parloa and others in order to utilise the most important technologies profitably.
Modern sales and customer portals in the financial sector serve customers as well as independent sales partners and brokers. They offer personalised and user-friendly interfaces that enable efficient management of financial transactions and sales processes. For customers, this means simplified handling of their financial matters and improved access to services. Independent sales partners and brokers benefit from optimised sales processes, improved communication options and centralised access to important information and tools. Both contribute significantly to increasing customer satisfaction and sales productivity and offer extensive analysis options that support continuous improvements and adjustments.
Regulation
At the same time, regulatory requirements and strong governance are essential for financial institutions to ensure legal compliance, minimise risks and strengthen customer trust. Continuous adaptation to applicable data protection regulations and new legal requirements is key to ensuring the integrity and security of customer interactions.
Effective social media governance is essential for the security and integrity of financial institutions' online presence. This governance provides clear guidelines for dealing with social media and helps to minimise risks such as reputational damage and data breaches. In addition, the systematic analysis of social media data provides valuable insights into customer behaviour and preferences. Customer feedback in social media flows into the improvement of products, services and the customer approach in a structured manner.
Adapting to the Accessibility Enhancement Act is crucial for financial institutions to improve access to their services. This law ensures an inclusive user experience by requiring that digital offerings are easily accessible for all user groups. Implementing these requirements not only improves digital accessibility, but also optimises the user interface design for all customers. In this way, financial institutions strengthen their social responsibility and at the same time build trust with a diverse customer base.
The protection of customer data is a top priority for financial institutions. A robust data protection strategy is essential to ensure the confidentiality, integrity and availability of customer data. This protects against data misuse and security breaches. Regular audits and investment in data protection measures ensure ongoing compliance and promote a secure customer environment.
Our experts will provide you with comprehensive support on your way to becoming a customer-centric company:
- Creation and further development of customer and sales partner portals
- Conception and implementation of customer journeys
- Development and optimisation of sales strategies
- Realignment and reorganisation of sales organisations
- Optimisation of customer contact centres
- Selecting and implementing the right technologies
- Implementation of regulatory requirements in customer and sales partner interaction
