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Banking on Digital Growth Podcast

The Effortless Experience: Exceeding Your Customer’s Expectations (with Rick Delisi)

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Brief Summary of Episode #249

In the age of digital customer service, consumers now have a multitude of digital channels at their fingertips.

So, why do so many service issues with financial brands and fintechs still result in a frustrating phone call?

Rick Delisi, Lead Research Analyst at Glia and co-author of The Effortless Experience, believes there’s a disconnect between companies and their customers.

“To be customer-centric, you have to stop thinking about your customers and think like your customers,” he said.

Rick argues that banks and credit unions are obsessed with metrics to the point of neglecting their customers’ priorities.

“Customers don’t care about any of those things,” he said. “The pressures that you’re under are immaterial to them. Customers only know what they know.”

And they know that when they have a problem, they want it solved.

“When there’s a problem, make it easy for that problem to go away,” Rick said. “Don’t make me go through a bunch of hoops and hassles.”

Empowering your customers by helping them through their troubles will elevate everyone’s digital growth experience. 


Key Insights and Takeaways

  • Underestimating customer expectations (5:35)
  • Diminishing returns in delighting customers (10:20)
  • Why video is vital to the digital customer experience (28:22)

How to Connect With Rick Delisi

LinkedIn | Website