Systematic evaluation of customer experience optimization in multi-channel banking service delivery
Posted: Oct 28, 2019
Abstract
This research presents a novel framework for systematically evaluating customer experience optimization in multi-channel banking service delivery, addressing a critical gap in financial services literature. Traditional approaches to customer experience assessment have primarily focused on single-channel metrics or simplistic multi-channel aggregation, failing to capture the complex, dynamic nature of contemporary banking interactions. Our methodology introduces a multi-dimensional evaluation matrix that integrates behavioral analytics, emotional response mapping, and service journey synchronization across physical, digital, and hybrid banking channels. We developed a proprietary Customer Experience Coherence Index (CECI) that quantifies the alignment between customer expectations and service delivery across channels, incorporating temporal, contextual, and behavioral dimensions. The study employed a mixed-methods approach combining longitudinal customer journey tracking, real-time service interaction monitoring, and qualitative depth interviews with 1,200 banking customers across three continents. Our findings reveal that optimal customer experience in multi-channel banking is not merely a function of individual channel performance but emerges from the sophisticated orchestration of channel transitions, contextual adaptation, and personalized service pathways.
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