Today I would like to share some of the main findings presented on Thursday December 3, 2015 from the study conducted by CESA and BrandStrat for the measurement of experience in bank branches. These learnings can also be taken as a basis for other service companies that manage customer service points for their customers.

Global trends indicate that solving the dilemma between digital and human will be the challenge for service companies, according to consulting firm accenture The challenge for banks to re-enter the digital age: Deliver an intelligent and meaningful experience: Human, portable, indispensable, and ubiquitous. Also the firm bain & Company concludes that Consumers love the smart combination of digital and human.

We are no longer talking about Multichannel but Omnichannel, that is to say that the channels and means of contact allow the customer to fulfill his objective from beginning to end without having to change channels.

And against the experience Boston Consulting Group concludes: that companies that improve the customer experience significantly increase their likelihood of growth because their customers increase their level of spending, relationships and real active recommendation.

The study in Colombia reflects the following lessons learned:

Experience, over satisfaction and recommendation have a strong impact on companies' performance indicators (also validated by The Economist magazine).

Time is the new added value for the customer: Less time or making it more predictable what is going to be invested is what is relevant now.

A seamless channel experience allows for greater decongestion. The more difficult the experience in one channel, the higher the number of visits by the same customer to different channels to make the same transaction/operation.

Experience generates active recommendation: Those who rate the experience as very positive or smooth generate a Net Promoter of 84% when the average can be as low as 30%.

The fluid experience is a source of greater resources for the entity per client: The higher the experience rating, the higher the average customer savings levels.

The seamless experience increases bank loyalty: People who have a smoother experience than the market average tend to be customers of fewer banks.

It is important to review the financial education strategy. It is not about educating about complexity, but about making the complicated simple.

Banking through branches is possible: Opportunity to improve the experience in the lower strata, which is still far from the upper strata. Rethink what is experience for each stratum.