At FinTech Network’s Customer Experience Conference (#CXC2016), Paul Laughlin chaired a panel on Customer Insight with 3 experienced FS digital CX leaders.

Joining Paul for this debate were:

  • Lucy Donaldson (Head of Customer Experience, Strategy & Planning for Lloyds Banking Group);
  • Ian Hood (Head of Digital for Fidelity International);
  • Robin Peters (Business Planning & Development Director, UK Digital for Aviva).

All shared a passion to improve customer centricity & digital capability.
Together they discussed how Customer Insight can guide effective digital design & customer experience.

Key themes that emerged were:

  • There is a need to converge both research & analytics evidence, to generate a clear insight into customer purpose;
  • Ongoing UX testing & analytics monitoring is needed to ensure designs work & remain true to insights;
  • Digital (including mobile) offers a significant opportunity for personalisation & relevant timing/location comms;
  • Executing on these opportunities effectively, requires cross-functional cooperation & iterative refinement;
  • A range of metrics is needed to ensure tracking CX effectiveness, this cannot be reduced to NPS tracking.

Thanks to those participants & the many interesting speakers sharing candidly at this event.

As per usual, a full debrief on lessons from the conference has been published on Customer Insight Leader blog.

%d bloggers like this:

This site requires cookies to add navigation, please click accept if you agree to the use of cookies more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close