Digitalizacja doświadczeń klienta (CX ) w instytucji finansowej
Digitalization Of Customer Experience (CX) In A Financial Institution
Author(s): Marcin KotarbaSubject(s): Economy, Business Economy / Management
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: customer experience; consumer behavior; digitalization; digital client; process management; strategic planning; FinTech; InsurTech
Summary/Abstract: Purpose – Presentation of impact of digitalization and consumer behavior on the interaction betweenclients and financial institutions. The starting point is based on the current challenges of the financialsector, with the leading role of servicing a digital client. A general process model of the customer experience(CX) is presented, followed by general results of a research on CX process evolution, driven by social andtechnological changes.Design/methodology/approach – Study of literature sources, combination with research/expert interviews.Findings – a general map of CX process evolution, key guidelines for strategic and operational planning infinancial institutions.Originality/value – Article based on research in the leading global financial institutions, allowing to obtaina fair and practical view on the business reality of the CX.
Journal: Finanse, Rynki Finansowe, Ubezpieczenia
- Issue Year: 2017
- Issue No: 85
- Page Range: 59-70
- Page Count: 11
- Language: Polish