Credit unions need to put emotion into member experience
Customer experience in banking has been relegated to a subservient position, responsible for ‘ease of use’ and measured by questionable customer satisfaction scores. Lost in the translation is the emotional ties consumers have with their money and how banking can help with needs.
There is more to a positive consumer experience in banking than the time it takes to do a transaction or the design of a mobile app. In a rush to innovate and improve channel delivery, most banks and credit unions have forgotten to take the time to think of how money and feelings are entwined.
At what point did the banking industry forget that people have strong emotions about their money? Today, consumers can feel this glaring oversight at every level of their interaction with institutions that build products with no insight, or even consideration, as to how the products emotionally resonate with consumers.
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