create emotionally connected customers
What is EX?
EX stands for Emotional Experience. The only type of User Experience we should care about. Money is one of the core components of any customer's well being and it naturally elicits very strong emotions. Therefore, it stands to reason that banks, the institutions who are currently the enablers of people's relationship with money, would spend inordinate amounts of time and effort deciphering how their consumers truly feel about it.
Unfortunately this is not the case.
It is time we roll up our sleeves if we are to arrive at 'Invisible Banking' that is finally integrated into the consumer's life in an emotionally connected way. We need to talk to the emotions behind savings, investments and day-to-day money. We need to learn about Emotional ML and how different segments react. We have to think about what is anxiety ridden, what is giving them joy, what are they looking forward to, how do we push consumers into good habits and get them out of bad ones, how do we make them richer and more connected to us? Why do they irrationally trust us and what's preventing them from leaving us? How can we delight them, how can we answer all their needs and most importantly, how can we vanish out of their exasperated eye and become invisible empowerers of MoneyMomentsTM?
Duena is an independent Digital Banking consultant, FinTech specialist, Entrepreneur, Angel Investor, Mentor for Startupbootcamp and Techstars, a Blogger with cutting edge style and public speaker at industry events. Duena is on a crusade to teach the industry it's time to stop drowning in wooden consultancy language and replace it with real talk; she is intensely passionate about helping FIs understand the concept of "Emotional Banking" thus seeing them move away from thinking feature set to thinking of customers' feelings.
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