52% of financial institution customers get inconsistent information across channels. 64% will abandon a digital channel after one bad handoff.
Two numbers, one very expensive problem. Keith Murray, CEO of boostCX, and James Cuthbertson, CRO of Relative Insight, sit down to talk about exactly where the financial services customer journey breaks, and why it rarely starts as a problem. It starts as a friction point that nobody handled well.
This conversation is the lead-up to CXFS Toronto (23-24 September), where boostCX is a silver sponsor and Relative Insight will be joining live. If you can’t make Toronto, this is the next best thing: two people who spend their working lives inside CX data, talking candidly about the handoffs that quietly cost financial brands their customers.
The question underneath the whole conversation: your customers are already telling you where the journey breaks. Are you listening early enough to do something about it?
Duration: 25 mins | Available on-demand | Ideal for: CX and digital leaders in financial services
What you’ll hear in this session
1. The same problems, resurfacing again and again
Keith and James open with the uncomfortable truth: most financial services organisations already know their recurring problems. What they lack isn’t awareness, it’s information delivered in enough detail, and in enough time, to convince operational stakeholders to actually act on it.
2. How early can you realistically catch the signal?
James makes the case for “semi-real time,” not real time. If feedback takes longer than a day or so to surface for larger, more complex organisations, the business has already moved on to the next fire. So has the customer.
3. Self-serve is table stakes. Listening to failure is the differentiator
Good FAQs and self-serve content start with knowing your business. But Keith and James agree the real advantage comes from watching where customers actually fail, then using that to continuously rebuild the resources you give them, instead of letting those insights “go somewhere quiet to die.”
4. The IVR loop nobody wants to be stuck in
Keith brings his own experience of being bounced between phone, web and call centre trying to change a package. James explains how root cause analysis lets you identify the two or three journeys, like paying a bill or changing an address, that are genuinely hard to self-serve, and route a trusted human there within a minute, instead of making every customer run the same gauntlet.
5. Why closing the ticket isn’t the same as resolving the issue
Keith and James dig into the gap between “ticket closed” and “problem actually fixed,” including how closed-loop surveys confirm resolution rather than just logging that a case was marked done.
6. What most organisations get wrong about tNPS
James doesn’t hold back here: most boards watch the tNPS line go up and down, celebrate or panic accordingly, and never actually dig into why it moved. The insight is sitting right there in the data. Almost nobody’s using it.
Why most channel strategies underdeliver
The pattern Keith and James describe will sound familiar to anyone managing a multi-channel financial services journey:
- A customer gets one answer on the app, a different one on the phone, and a third from a branch.
- A complaint gets logged, the ticket gets closed, and nobody checks whether the actual problem went away.
- Leadership watches NPS move without knowing why, so nothing structural changes before it moves again.
None of this is a data problem. It’s a listening and speed problem, and it’s exactly what’s driving those 52% and 64% numbers.
What you’ll learn
- Why inconsistent information across channels is costing financial brands customers, and where the parity gaps usually hide
- How to catch customer signals in “semi-real time”, and why speed matters more than most reporting cycles assume
- How to use root cause analysis to decide which journeys need a human, fast, and which are fine left to self-serve
- Why closing a ticket and resolving an issue are not the same thing, and how closed-loop surveys close that gap
- How to get more out of tNPS than a line on a board slide, by understanding why it moved, not just that it did
- What “good” looks like ahead of CXFS Toronto, direct from a silver sponsor and a speaker who’ll both be there
Who should watch this session?
Built for anyone accountable for the customer journey across channels in financial services:
- CX and digital leaders trying to close the gap between channels before it costs them customers
- Contact centre and operations leaders tired of being the last stop for problems self-serve should have solved
- Insights and analytics teams looking to get more signal out of NPS and CSAT data than a monthly board chart
- Anyone heading to CXFS Toronto who wants context before the sessions start
If your customers are already telling you where the journey breaks and you’re not sure anyone’s listening in time, this is your session.
