Digital banking customers want DIY... until they need DIT

Digital banking customers are increasingly gravitating toward the convenience and independence offered by DIY (Do It Yourself) banking solutions. And for good reason: DIY banking empowers customers to manage their finances independently. However, there comes a pivotal moment when customers require personalized assistance and guidance, known as DIT (Do It Together), especially in intricate or high-stakes financial scenarios.

When DIY banking shines

DIY banking offers numerous benefits, including convenience, accessibility, and empowerment for customers. With the ability to perform transactions and manage accounts on their own terms, customers enjoy enhanced control over their financial lives.

1. Convenience: DIY banking allows customers to perform a wide range of transactions and manage their accounts at their own convenience, anytime and anywhere. Whether it's checking balances, transferring funds, paying bills, or even applying for loans, customers have the flexibility to handle their financial affairs with ease.
2. Accessibility: One of the greatest advantages of DIY banking is its accessibility. Through online banking platforms and mobile apps, customers can access their accounts 24/7 from the comfort of their homes or on the go. This level of accessibility means no long wait times at physical banks, making banking more convenient and efficient for busy individuals.
3. Empowerment: DIY banking empowers customers by putting them in control of their financial lives. With the ability to make decisions and take action independently, customers feel a sense of ownership and autonomy over their finances. Whether it's setting savings goals, tracking expenses, or monitoring investments, DIY banking enables customers to actively manage their financial well-being.

Overall, DIY banking offers a wealth of benefits that cater to the needs and preferences of modern consumers. But it’s not always what they want or need.

When DIT is needed

There are moments when DIY banking falls short, particularly in complex or emotionally-charged situations. This is where the transition to DIT becomes crucial. Unfortunately, an alarming 44% of banking consumers aged 18-44 report difficulties in accessing human support when they need it the most.

Let's explore when the transition to DIT becomes essential:

1. Complex financial decisions: In situations involving intricate financial decisions such as investment strategies, retirement planning, or estate planning, customers may require personalized guidance from banking professionals. The expertise and insights provided by financial advisors can help customers navigate these complexities with confidence.
2. High-stakes transactions: For high-stakes transactions like purchasing a home or starting a business, customers may seek personalized assistance to ensure they make informed decisions. The expertise of banking professionals can help customers assess risks, explore financing options, and navigate the intricacies of the transaction process.
3. Emotional support: During major life events such as marriage, divorce, or the loss of a loved one, customers may need emotional support in addition to financial guidance. In these situations, nothing feels colder than a pre-scripted chatbot. Banking professionals who offer empathy, understanding, and personalized assistance can help customers navigate these challenging situations with care and compassion.
4. Technical issues or errors: In the event of technical issues, errors, or discrepancies in account transactions, customers may require immediate assistance from banking professionals to resolve the issue efficiently and effectively. Personalized support can help alleviate stress and frustration for customers experiencing such challenges. Co-browsing technology, which enables the agent to see exactly what the customer sees, empowers the agent to quickly assess the issue, resolve the situation, and offer the best support possible to the customer. 
5. Personalized financial planning: While DIY banking provides customers with the tools and resources to manage their finances independently, personalized financial planning services offered by banking professionals can provide customers with tailored strategies to achieve their financial goals. Whether it's retirement planning, wealth management, or debt consolidation, personalized, one-on-one guidance can build trust and help customers make informed decisions and optimize their financial well-being.

By seamlessly integrating personalized assistance when needed, financial institutions can enhance customer satisfaction, foster trust, and build long-lasting relationships with their customers.

Read: Global Banking Consumer Study finds banks need human connection

Finding the perfect balance between DIY and DIT

Forward-thinking banks are leveraging technology and customer insights to deliver tailored solutions that strike the perfect balance between DIY and DIT. Glance's Guided CX tools, for instance, have proven to improve customer engagement metrics, de-escalate stressful situations, and streamline agent handling times.

Glance’s Guided CX tools can: 

• Improve customer engagement metrics, such as reducing sign-up times for new product by 60% 
• De-escalate otherwise stressful or frustrating situations
• Reduce agent handling times by 14% 
• Improve first call resolution by 18% 
• Reduce call-backs by 10%

The key is to understand the customer’s holistic journey. By using advanced analytics, you can understand more context to know when the right moments call for DIT, and when DIY is the best solution.

The modern customer wants it all. They want the convenience of 24/7 mobile and digital banking and the superior support of one-on-one human guidance. Banks that offer the right level of support at the right moments will rise above the competition.

Download the report: How top banks are driving customer loyalty by personalizing digital banking experiences

Case study: Top 5 US bank improves customer experience with Glance

A top five bank in the US empowers in-branch tellers and business banking teams with tools such as Glance co-browse and screen share. They ramped up its use of Glance during the pandemic. With one click of a button, employees could join customers in the online application and help small businesses file for Payroll Protection Program (PPP) government loans. Agent video allows customers to see the bank staff member helping them, adding an authentic human element to the digital interaction to increase customer satisfaction. Forrester concluded that, on average, Glance delivers a breakeven ROI within six months and nearly 4X ROI within three years.

Read the case study here.

For more information on how Glance's Guided CX platform can transform your digital banking experience, visit glance.cx.