How One CIO Learned That Efficiency Isn't Enough

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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.

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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