OCTOBER 2023MARTECHOUTLOOK.COM9THE APPROPRIATE TECHNOLOGY AND SOLUTIONS ELEVATED CUSTOMER EXPERIENCE BY ENABLING OUR BRANCHES TO STREAMLINE PROCESSES AND DELIVER FASTER, MORE EFFICIENT SERVICES TO OUR CLIENTSrelationship with us or significant reduction in operating expenses. The results were overwhelming but the journey was not as easy as it looks. It was very difficult especially transforming people and that includes our customers. There were hesitations and complaints when we introduced the Digital Transaction Portal (DTP) since some customers were already accustomed to paper receipts and they just simply didn't want to change. Affirming our customers that no one gets left behind we followed their requests at the onset but eventually our Branch Ambassadors were able to convince them the value of digital through patience and persistence. We learned that it is essential to onboard stakeholders and involve them in crafting solutions. To date, we have been processing millions of paperless transactions per year in our branches and our customers love it. Our Net Promoter Score (NPS) and Customer Satisfaction Rating in the branches are one of the highest in the industry. We continuously dig our customers' comments and feedback which we consider as goldmine of insights ­ our major source to make sound data driven decision making so we can offer relevant and responsive solutions to their needs.Data significantly influence crafting UnionBank's superior customer experiences. We don't design the experiences based on hunches or our own opinions. The customers are always our main source of insights. Data science, artificial intelligence and similar tools help us view our customers more comprehensively. These even allow us to anticipate their needs before they even realize it. Utilizing these intelligent technologies enable CX practitioners to become pro-active and think beyond the box.Moreover, with the dynamic changes in consumer behavior because of the accelerated shift to digital, financial solutions providers should continue to be at pace, introducing measures that will enable familiarity for customers, as they also explore new and emerging digital fronts, such as cryptocurrency and the metaverse. However as a financial institution we believe that we should always operate in a sense that the path should still be safe with all these new things that are happening. The basic concept of marketing should be considered, where we need to follow whatever is relevant to the customer.At present, the CX Team of UnionBank has grown from just 5 to more than 50 CX officers. The team has implemented the most important innovations of the bank that paved way for international and local recognitions, significant increase in new customers, very engaged existing customers, millions of operating expense reductions and many more. This is what makes me believe that CX is now the new soul of every marketing organization. MT
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