Fintech Customer Experience: How to Measure and Improve It [+ Tools]

Creating a positive fintech customer experience for every lead who walks through the door of financial institutions is easier said than done. This is especially true when trying to implement an in-app support infrastructure within your platform.

However, this guide will show you how to measure customer experience in the fintech industry, make improvements, and pick the best tools for the job!

What is the fintech customer experience?

The fintech customer experience is a key differentiator between legacy financial services (brick-and-mortar banks) and emerging fintech establishments — such as neobanks, cryptocurrencies, or blockchain wallets — because it shows prospects that your platform is fast, safe, and reliable.

How to measure customer experience in fintech?

Because of how private, secure, and anonymous the fintech industry is, it can be difficult for customer success teams to accurately measure customer experience (or even know who their customers are).

Thankfully, there are three approaches for tracking satisfaction across the entire customer journey:

Trigger surveys to understand customer expectations

One of the most straightforward ways to collect customer support data within the fintech sector is to trigger surveys that ask customers questions. This creates a feedback loop that you can use to drive continuous improvement.

You can rig your surveys to be sent periodically like most types of NPS surveys or trigger them after specific events (e.g. after customer onboarding or their first transaction within a trading and lending services platform).

Good survey questions gather timely feedback on recent developments to understand what customers expect to happen next. One example would be surveying customers right after new product releases, feature updates, or other major changes occur.

Measure customer satisfaction after interactions

If you don’t want to run surveys out of the blue — potentially at the risk of interrupting financial transactions — then you can instead measure customer satisfaction at the end of each interaction with a product, feature, or customer experience management representative.

Having a Customer Effort Score (CES) survey pop up at the end of each interaction or milestone is a way. It helps you understand how much effort a customer had to expend to complete their goal within your financial services ecosystem.

In addition to using scalar rating systems for measuring customer satisfaction, you can also ask open-ended follow-up questions. So you gather qualitative feedback and more detailed actionable insights.

Use funnels to spot friction across the customer journey

Because the financial technology industry is complex and competitive, most customers go through multiple funnel stages before arriving at their destination.

Conducting funnel analysis and using their event data to identify friction points can help you streamline their journey.

A funnel charts show you the exact drop-off rates between stages so you can spot the bottleneck and get more customers to the finish line:

How to improve customer experience for fintech companies?

Improved fintech customer service is far more achievable than it would be with traditional financial services — if for no other reason than the fact that the fintech space is far more digitized with a plethora of analytics systems at the ready.

Here are four strategies you can use to improve the customer experience for fintech companies:

Provide personalized experiences from the start

The earlier you provide a personalized customer experience, the better your first impression of new signups will be.

The easiest way to do this is to insert a welcome survey at the start of the onboarding sequence to collect segmentation data right out of the gate.

Create modals that gather insights from new customers like their use case, role in the company, or the core problem(s) they’re trying to solve with your product:

Use in-app guidance to enhance your UX implementation

Collecting customer data can only get you so far if you lack the in-app guidance to help users understand the product or service you’re offering.

Using interactive walkthroughs, feature adoption flows, and native tooltips are all viable ways to improve your in-app guidance.

This will help customers understand what the product does, explore different features, and figure out how to navigate across your interface. This is especially important for complex products that are highly technical and/or customizable.

Use in-app communication to offer proactive help

In-app communication is the next level of proactive support as it triggers different messages whenever customers run into an issue, try a feature for the first time, or respond negatively to a survey.

Because these messages are triggered as customers use the product, they’re able to provide contextual help.

For instance, you can segment customers who express dissatisfaction, irritation, or confusion when responding to one of your CES surveys. Then you could display a message that leads them to interactive guidance.

Implement a resource center to provide 24/7 support

Because it’s near-impossible (and extremely cost-prohibitive) to have human agents available every minute, every day, and in every time zone, creating an in-app resource center is the next best thing. Resource centers help customers self-solve any issues they run into.

This makes them less dependent on your representatives since they can peruse the help content and product documentation whenever they encounter a roadblock. Be sure to update your resource center as new features are introduced and recurring issues are cited in support tickets or survey responses.

Build no-code resource centers with content localization, audience targeting, and onboarding checklists:

Conclusion

As you can see, there’s no shortage of feedback collection methods, customer experience strategies, and software solutions you can use to provide a better experience for those using your financial products.

If you’re ready to start surveying, guiding, and upselling your fintech customers, then it’s time to get your free Userpilot demo today!

About the author

Linh Khanh

Content Editor

I have a knack for content development and SEO copywriting. My experience expands to managing social media coordination and branding campaigns while working with micro-influencers for better brand promotion.

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