Delight drives business
The Financial Services lead for Sopra Steria Next, Giles Colborne, has an unconventional but proven take on designing for customer delight.
Yes, you can delight people with shiny stuff. But Colborne proposes that there’s an opportunity to create a more powerful, lasting sense of delight when customers expect something to be difficult, such as a long queue, a painful negotiation, a nagging sense of doubt. If you magic away the difficulty, customers are delighted.
And when you delight customers in this way, they reward you.
For instance, we found a typical pain point for customers was the small print in credit card applications. They assume that banks are being sneaky. For Cooperative Bank we decided to make the small print bigger – highlighting caveats and charges. Customers loved it. Cooperative Bank saw a 90% increase in applications. What’s more, applicants were a better fit.
While most financial services companies will treat SDR as regulation – meaning yet more small print – the smart ones will see it as an opportunity to remove a pain point, improve customer trust, and increase growth.
