Fintech North America

Two-Thirds of Customers Say One Bad Experience Dilutes Brand Loyalty According to Talkdesk Research

Seven out of 10 customers demonstrate deeper loyalty to financial services and insurance companies that heavily invest in customer experience (CX), according to a new research study by Talkdesk Inc., the cloud contact centre for innovative enterprises. According to The CX Revolution in Financial Services and Insurance, customers have options and they will no longer tolerate bad CX: two-thirds of the nearly 900 global respondents said one bad customer experience would impact brand loyalty.

While financial services and insurance companies have expanded digital touchpoints, the industry is struggling with legacy systems and data silos that are preventing a fully-connected experience. With strong customer demand for seamless omnichannel interactions, a lack of connected experiences can drive friction, and potentially churn. Within the study, Talkdesk reveals more than 50% of financial services and insurance CX professionals identify customer experience as a high strategic priority.

“The CX Revolution in Financial Services and Insurance report clearly demonstrates the industry is at an inflection point with CX,” said Tiago Paiva, chief executive officer, Talkdesk. “The insights showcase that contact centres are a critical part of CX transformation and can truly serve as business accelerators. Cloud solutions from Talkdesk offer the flexibility and operational agility for contact centres to emerge as revenue-producing assets, offering connected experiences that instil trust, drive loyalty, and attract and retain customers.”

The study addresses five key themes:

The rise of CX – Increasing client expectations for seamless experiences, coupled with the digital-first environment accelerated by the Covid-19 pandemic, is putting higher pressure on financial services and insurance organisations to prioritise integrated CX strategies and investments.

The challenge in driving better CX outcomes – Despite heavy investment in digital products and solutions, driving client satisfaction across the marquee financial milestones remains difficult, inspiring CX leaders to re-evaluate the contact centre as the primary conduit in the CX journey.

Contact centres are the missing link in transforming CX – Forward-thinking CX leaders are now recognising the potential for cloud-native contact centres to play an important role in transforming CX.

New ways to strategise deeper customer intelligence – Demand for client insights and intelligence shows no signs of letting up. With AI automation capabilities and integration across all customer touchpoints, contact centres offer up a rich repository of customer data, leading to deeper insights to share across the business.

Expanding from productivity to production – Extending beyond traditional problem resolution, agents are re-skilling to drive cross-sell and upsell opportunities, driving a new source of active revenue. Combined with the explosive amount of data being captured and used in a cloud contact centre, this evolution is expanding the perception of the contact centre from traditional operational efficiency to revenue production.

“Talkdesk is uncovering new boundaries by building a new industry vision,” said Zeus Kerravala, founder and principal analyst, ZK Research. “I’ve been impressed with their focus and expertise to specifically address the unique CX requirements banks worldwide face, especially in light of the pandemic. Their vision to reimagine banking will transform the banking client experience.”


  • Polly is a journalist, content creator and general opinion holder from North Wales. She has written for a number of publications, usually hovering around the topics of fintech, tech, lifestyle and body positivity.

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