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US banks need a new approach to customer experience
Journal of Digital Banking,
7
(3),
215-223
(2023)
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
The full article is available to subscribers to the journal.
Author's Biography
Alex Jiménez is Managing Principal, Financial Service Consulting for EPAM Systems, Inc. Before joining EPAM, he served as Chief Strategy Officer at Finalytics.ai, an AI FinTech platform, and Extractable, a digital strategy and design consultancy. Mr Jiménez has held positions in strategic planning, payments, digital banking, operations, programme and project management, business process improvement, marketing and voice of the customer. He has worked at Zions Bancorporation, Rockland Trust, Bank of America, FleetBoston Financial and Cigna Insurance. Mr Jiménez served as Chair of the Consumer Bankers Association’s Digital Channel Committee, where he worked with digital banking leaders in the industry and visited Capitol Hill to meet with the Senate’s Banking Committee staff. He was also a founding member of the American Bankers Association’s Fintech Committee. He is consistently named one of the top thought leaders and influencers in FinTech, RegTech, Blockchain, InsurTech, innovation and digital marketing.
