When your customers interact with your business, they're not just comparing you to other companies in your industry--they're comparing you to their last service experience. With expectations higher than ever, businesses must analyze their service interactions to understand and meet customer needs. TwinStar Credit Union's Aaron Mickelson discusses the power of conversation intelligence in this short video.
[0:00]
Aaron
As far as product goes these days, you’re not being compared to other financial institutions. You’re being compared [to everything].
[0:17]
Aaron
When we talk about mobile apps, when [people] go to open upp your app, they are comparing it to the app they just closed. It is a completely blurred line now between industries, because everything sits in that little iPhone or Android or whatever your device of choice is. It’s that single pane of glass that is the comparison.
[0:38]
Aaron
It it really at that point comes down to effort. If I'm online and I go to buy something and they want me to fill out a form and don’t have Apple Pay, I’m probably going to go somewhere else because I don’t like filling out forms and typing in my address.
[0:55]
Aaron
It really comes down to effort and being able to understand the journey. Especially as a consumer, a younger consumer might be a borrower starting out with a different need of product suite than your older consumer who is a saver heading toward retirement.
[1:15]
Aaron
So your product needs will change as your members age. You need to be able to understand the trigger points that get you there and how to make those changes as effortless as possible.
[1:29]
Aaron
That really comes down to analyzing those interactions and knowing this bucket is about to transition into that bucket, and these are the things they had trouble with in that transition, so let’s fix it downstream.
