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Feature article on bank brand trust and customer experience published in the Asia-Pacific-Banking & Finance magazine. Featuring global research by mext consulting and Capgemini.
The article by Bernard Kellerman questions whether looking at customer satisfaction is enough. Citing research by Capgemini and mext into customer experience and trust and its connection to choice and loyalty. It further looks into customer trust in the bank brands as a key driver the Net Promoter Score (advocacy) and satisfaction. It bases its observations on the global studies into the effect of brand trust on customer behaviour by mext and its global partners in Asia, North America, Australia and Europe. The research shows that trust is the root cause of KPIs like the NPS and customer satisfaction – but also r a driver of the positive experience. In fact, the experience needs to confirm what the customer wants to trust for.
The feature is based on extensive interviews by Bernard Kellerman with HuTrust® developer and mext Australia Managing Director, Stefan Grafe.