How One CIO Learned That Efficiency Isn't Enough

A banking CIO works with the CMO and discovers that complex financial transactions can be quite emotional for the customer. Good technology can help build trust and improve the customer experience.

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Banking is typically regarded as a boring service, maybe even a necessary evil. So you might be surprised to find out that customers have strong feelings when they perform banking transactions.

In a joint project between its IT department and chief marketing officer's team, ING Bank performed extensive research to analyze 16 emotions--such as surprise, joy, pride, anger, boredom and contempt--that customers might feel when interacting with the bank.

The results were pretty clear: There's a big difference between the emotions triggered by routine banking activities versus complex ones.

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