Finanse, Rynki Finansowe, Ubezpieczenia

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Finanse, Rynki Finansowe, Ubezpieczenia


ISSN: 2450-7741    OAI    DOI: 10.18276/frfu.2017.1.85-05
CC BY-SA   Open Access 

Issue archive / 1/2017 (85)
Digitalizacja doświadczeń klienta (CX ) w instytucji finansowej
(Digitalization Of Customer Experience (Cx) In A Financial Institution)

Authors: Marcin Kotarba
Politechnika Warszawska, Wydział Zarządzania
Keywords: consumer behavior strategic planning process management InsurTech FinTech digitalization digital client customer experience
Data publikacji całości:2017
Page range:11 (47-57)
Cited-by (Crossref) ?:

Abstract

Purpose – Presentation of impact of digitalization and consumer behavior on the interaction between clients and financial institutions. The starting point is based on the current challenges of the financial sector, with the leading role of servicing a digital client. A general process model of the customer experience (CX) is presented, followed by general results of a research on CX process evolution, driven by social and technological changes. Design/methodology/approach – Study of literature sources, combination with research/expert interviews. Findings – a general map of CX process evolution, key guidelines for strategic and operational planning in financial institutions. Originality/value – Article based on research in the leading global financial institutions, allowing to obtain a fair and practical view on the business reality of the CX.
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