Engage customers with technology or sink

amp/Financial-Services/

11 November 2016
| By Anonymous (not verified) |
image
image image
expand image

Financial services businesses need to humanise customers' digital experiences so they can have better conversations and provide better customer services to clients, according to AMP.

AMP's digital director, Michael Weeding said the digital realm was the backbone of a financial services brand, as it was for AMP.

"Humanising it (the experience) is just making sure you are delivering a really simple, effective experience, the way the customer wants to have it," Weeding said.

Businesses needed to understand that digital customer experiences were also often a customer's first experience with a brand, he added.

Weeding spoke at FST Media's Future of Banking and Financial Services conference and said the biggest challenge financial services organisations faced, was keeping customers constantly digitally engaged.

Companies needed to make sure they provided enough digital services so customers could easily ‘service themselves' if they chose to, he said.

Whether clients were online and seeking self-service, or seeing a financial adviser face-to-face who leveraged off digital technology, digital engagement was critical, he said.

"How that all connects back up is really key to delivering AMP's future strategy. It's going to be really instrumental to connecting the experiences across all the channels, as digital is going to play a really important part in the future," Weeding said.

Read more about:

AUTHOR

Recommended for you

sub-bgsidebar subscription

Never miss the latest news and developments in wealth management industry

MARKET INSIGHTS

So we are now underwriting criminal scams?...

5 months ago

Glad to see the back of you Steve. You made financial more expensive, not more affordable as you claim, and presided ...

5 months 1 week ago

Completely agree Peter. The definition of 'significant change is circumstances relevant to the scope of the advice' is s...

7 months 1 week ago

The FSCP has issued a written direction to an adviser who charged clients “extraordinary fees” for inappropriate and conflicted advice, as well as encouraged them to swit...

1 week 5 days ago

ASIC has cancelled the AFSL of an advice firm associated with Shield and First Guardian collapses, and permanently banned its responsible manager. ...

3 weeks 1 day ago

ASIC has confirmed the industry funding levy for the 2024–25 financial year, and how much licensees can expect to pay....

3 days 1 hour ago

TOP PERFORMING FUNDS

ACS FIXED INT - AUSTRALIA/GLOBAL BOND
Fund name
3y(%)pa
2
DomaCom DFS Mortgage
95.46 3 y p.a(%)
5