Guided CX Insights

There’s no one ingredient to cultivating customer loyalty. But a lot of it comes down to a simple question: “How hard are you making them work for what they want?”

You don’t know much about the person visiting your website. With all of the hours we spend on market research — understanding customer needs and preferences and pain points — it’s easy to forget that. But inevitably, we only end up with a portrait of the people we want to engage with — and most of the time, that template rarely fits to the actual, unique individuals that are our customers. Why does this matter? Because that gap between customer persona and real person can be a big one. Companies that forget there’s a difference can end up selling to the persona and missing the biggest opportunity in digital: making the whole experience feel human. And succeeding there starts with empathy.

Customers crave friendly, informed service. I know this, because I’ve worked the front lines in Glance Network’s customer service department. The relationship I have with our customers is of the highest importance to me, and we strive to provide excellent customer service that exceeds basic standards. That attitude is reflected in the rave reviews we’ve gotten from our customers in return.

With everything going on over the last three years, you may have missed it—but the “digital customer experience” is now basically the entire customer experience. And that’s catching some companies off guard.

Originally published in CRM Xchange By Tom Martin, CEO, Glance April 27, 2021

Originally published in Customer Magazine By Tom Martin, CEO, Glance February 23, 2021

Originally published in No Jitter By Tom Martin, CEO, Glance September 14, 2020

Originally published in BAI Banking Strategies By Clyde Logue, VP of Product, Glance August 3, 2020

Digital banking has been around for decades, but it has never been hotter, and it has never been more critical to the success of financial services companies.