When the customer experience becomes superior service delivery

According to the Iran Economist – in this article, strategies for transforming the customer experience into a product and service in Iranzamin Bank as an all-digital banking in the future will be examined.

Prioritize the customer literally
The experience of successful digital banks in the world shows that whenever the customer is the focus instead of the product and the product is designed based on his real needs, huge changes take place in that financial institution. On the other hand, to achieve sustainable growth, reduce the volume of non-core activities, reduce costs and increase strategic investments along with multi-channel distribution and integrated services in online, mobile and branch platforms, is an undeniable necessity for any digital bank in the country.
A big step that Iran-Zamin Bank has taken in this direction is that this bank, with the aim of increasing customer satisfaction in different channels, has provided access to all its branches and customers to a digital platform (Faraz) and in the future the customer’s time in the branch Minimizes. This is the real step towards digitalization. On the other hand, prioritizing the customer by a financial institution does not mean forgetting the profit of that institution; Contrary to this preference, it is a profitable two-way interaction and a win-win game for both the bank and the customer. Paying attention to this issue reduces the advertising aspect of focusing and paying attention to the customer to zero, and focusing on him is considered as the existential need of the bank.

The bank’s approach to transforming the customer experience into a product
During five years of research and review and taking important practical steps towards digitalization, this financial institution has firmly believed that in organization, technology and culture, it should focus on the following:

a. Moving from perspective to quality
Iranzamin Bank has decided to focus on the quality of its software and provide a fast feedback platform for the customer, instead of determining all product requirements in advance, so that he can better identify his real needs.

B. Moving from scheduling to productivity
Iranzamin Bank believes that large projects with a fixed schedule should be set aside and put on the agenda in the face of rapid software development and the ability to make rapid changes to the product.

J. Moving from fixed cost to value
Digital banking is based on technology and platform, and the constant need for software modification is an integral part of this model of banking. Obviously, traditional thinking about budget and Kurdish spending has no place in this context, and Bank Iranzamin, based on the monthly product usage test, has also included investment in various periods, such as venture capital, in its program.

D. Development of design thinking
Based on this approach, the process and principles of product design are completely transformed, and the use of customer research and understanding of their needs is in the first phase of design, and after testing the ideas, the product is developed.

H. Attracting specialized manpower
With the help of digital marketing professionals, user experience designers, software developers familiar with agile approaches, and DOPS specialists (development and operations), it can minimize customer service time in the branch and the corporate customer service process from a few days to several hours. Convert.

F. Intelligent analysis of feedback
Bank Iran-Zamin is aware that after identifying the most creative ways to interact with the customer, it must focus on collecting feedback and addressing key customer needs. Combining the results of the feedback with the overall picture identifies the strengths and weaknesses of each interactive method; The financial institution is also aware of the intelligent analysis of feedback and will give the appropriate response to its customer after achieving the result.
This is only part of Bank Iran-Zamin’s approach to transforming the customer experience into a product. This popular financial institution has realized that in order to achieve the desired result and realize the vision, key performance indicators, organizational plans and responsibilities, processes, technology must be achieved; Also strengthen investment prioritization; Bank Iran ‌zamin also knows that in order to succeed in a digital environment – which means continuous change and creativity – it must discover the most effective ways to communicate with customers and meet their needs in newer ways.
Transforming customer service into customer success in Iran ‌Zamin Bank
Iranzamin Bank, in a responsible banking position towards the customer, can not be satisfied with the fact that it only meets his needs or solves only the problems that he has encountered while using the bank’s product. In addition to being responsive, the bank seeks to be proactive, and this is the core function of an organization based on a cloud service provider.
Bank Iran ‌zamin intends to turn customer service into customer success in its clear and growing path, and for example, if a user submits a proposal to us or reports a problem, our task is to find the best way to upgrade their software and Offer him new products and help our customers make better decisions to use the facilities available in the bank.
Iran Zamin Bank’s view is not a repairman’s view to fix the defects of the designed products, but with each monitoring and analysis of feedback, it thinks of providing a new service or software, balanced and in line with the customer’s needs; A service that can create value and at the same time solve the customer’s problem.
Customer experience is everything
The Corona epidemic has been the toughest coach of the last century for most countries in the world, including Iran. This dark phenomenon, with all the bloodshed and irreparable suffering it brought, brought to our attention our serious and vital needs in various fields, and one of these needs was the undeniable necessity of providing full-time financial and banking services to our customers.
Fortunately, with all the obstacles that existed and the problems in the field of providing in-person services, our bank was able to record a sweet and lasting experience of empathy, cooperation and providing in-person service in the memory of its customers. The customer experience is everything, and the financial institution’s research team will use its customer feedback as a treasure trove to advance its goals and design valuable products.
This important thing about the Faraz platform with 4,000 customers is being pursued and done as a pilot, and the result will be available to the honorable people of Iran in the near future, thanks to God. Bank Iran مینzamin wishes every single customer, health advocate and the great nation of Iran good health and increasing success.