Making Your Technology Perform

by Carver Harrison last modified 2018-08-15T01:51:56-07:00

There is a new world order, where data is king and where simple and effective customer experiences rule. The kind of experiences that are targeted, powered by micro-segmented analytics and focused behind the scenes whilst being elegantly simple and effective at the front-end.

'Mega data' and the end-user

I read the other day that users, in the future, will be inclined to bank with Google, Amazon, Facebook or Apple. Why? They are seen as simple, cool, personal, adaptive and trustworthy by users - what users don’t see is the ‘mega data’ analysis that is happening behind the scenes to make this possible. The stark reality for banks is that unless they ‘get on the bus’, understand this ‘new world order’, improve their understanding of what users actually want, improve their service offer in line with their understanding (through all channels), understand the need for flexibility in their network formats and channels, improve everything.

Simplicity = key

The reality is different. New benchmarks are being set every day by organisations like Uber and others that are having a profound affect on the way we interact with technology. In the ‘new world order’, complicated interfaces and intimidating screens of information will be replaced by intuitive carefully choreographed interactions where at every point, the customer is able to do exactly what he or she wants to do, wherever they want to do it, whenever they want to do it and, almost unknown to the customer the service provider will be quietly gathering data on the users' behavior and refining their business with rapid, incremental innovation.

Data analysis

Progressive banks understand how customers are browsing, where they go to perform specific tasks, how long they are taking to perform these and how successful the service is in delivering to the customers needs. By gathering more and more data about how and what customers are doing Banks will remove the guesswork from their business, target on opportunities that win and drive simplification. The more data they gather, the more personal the experience will become and the more they will ‘take the guesswork out of winning’.

I like to call this 'the yacht effect', because on the surface it all looks beautiful and the interactions are simple and elegant, but in the engine room, the engines are paddling like crazy.

Tips to make your technology perform

  • Make sure the technology has a real purpose and not an imagined one. If it isn't necessary yet, then don't implement it.
  • Integrate technology into a carefully choreographed customer journey that enhances your customers experience of your brand.
  • Only use technology where you know users will use it.
  • Keep interfaces simple and uncluttered. This is a mistake that I'm still seeing too often.
  • Never over promise - make sure the technology works. It's what users need in the first place.
  • Gather data on customer behaviour whenever possible - Data is the new oil.
  • Remember that users use technology for transactional and informational purposes, very little else.
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