This white paper is based on comments made by Tom Blackett, Non-Executive Chairman, Siegel+Gale UK, for the Financial Services Forum on October 13, 2009.

Blackett discussed how to make the customer experience count, opening with thoughts on the long road the financial services industry has taken toward competitiveness and the acknowledgement that customers really matter. Blackett later addressed the concept of ‘touch points’–specifically the experience customers have at these touch points and how they affect brand loyalty and customers’ willingness to recommend products or service to others. He concluded with an introduction to simplicity – arguing that the more accessible companies make things like statements, application forms, customer agreements and contracts, the more likely they’ll have happy and trusting customers.

Click here to view the white paper.

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