US banks need a new approach to customer experience

Alex Jiménez
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Alex Jiménez: Financial Services Consulting, USA

Journal of Digital Banking, 2023, vol. 7, issue 3, 215-223

Abstract: Increasingly, US consumers engage with brands in the digital sphere. Consumer expectations have increased as leading brands, such as Apple, Netflix and Nike, provide superb digital and digitally enabled customer experiences (CX). Banks and other financial services organisations are struggling to meet these expectations, despite their insistence that they differentiate through CX. This paper analyses the current state of US banking CX and describe the steps that organisations need to take to truly become customercentric.

Keywords: customer experience; CX; banking; strategy; design thinking; digital banking; financial services (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdb000:y:2023:v:7:i:3:p:215-223

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