The Employee Competencies Impacting the B2C Customer Experience in the Banking Industry
Liljeberg, Viivi (2020)
Liljeberg, Viivi
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202003203716
https://urn.fi/URN:NBN:fi:amk-202003203716
Tiivistelmä
This is an independent study that is based on concepts from HR and marketing. The goal for this study is to determine the employee competencies impacting the B2C customer experience in the banking industry. The banking industry was selected, for customer experience is a concept banks promote, and there is a competency framework based on which their employees are evaluated by in the collective agreement for the financial sector.
Competencies and customer experience are introduced as concepts, then the first as a framework and the latter a management method. Both have a set of challenges and a number of things in common. This research and research into research methods support the choice of qualitative research via customer interviews for data collection.
The data was collected in two phases, the first one in October 2018 and the second one in July 2019. Four interviews were conducted for each phase. The interviews took place outside different bank offices in the capital area of Finland.
Thematic analysis utilising a matrix framework was used to analyse the collected data and to produce a list of competencies that have an impact on the B2C customer experience in the banking industry. Based on the collected data, the best customer experience is the result of competent customer service that is delivered with a friendly, service-minded attitude, and the customer not having to wait for too long to receive it. The opposite of any of these has a negative impact to the customer experience.
The collected list of competencies could be mapped to the categories present in the competency framework in the collective agreement for the financial sector. In this regard the competency framework is not outdated. However, regarding competencies impacting the B2C customer experience the interaction and cooperation and quality of work were the most important categories.
Competencies and customer experience are introduced as concepts, then the first as a framework and the latter a management method. Both have a set of challenges and a number of things in common. This research and research into research methods support the choice of qualitative research via customer interviews for data collection.
The data was collected in two phases, the first one in October 2018 and the second one in July 2019. Four interviews were conducted for each phase. The interviews took place outside different bank offices in the capital area of Finland.
Thematic analysis utilising a matrix framework was used to analyse the collected data and to produce a list of competencies that have an impact on the B2C customer experience in the banking industry. Based on the collected data, the best customer experience is the result of competent customer service that is delivered with a friendly, service-minded attitude, and the customer not having to wait for too long to receive it. The opposite of any of these has a negative impact to the customer experience.
The collected list of competencies could be mapped to the categories present in the competency framework in the collective agreement for the financial sector. In this regard the competency framework is not outdated. However, regarding competencies impacting the B2C customer experience the interaction and cooperation and quality of work were the most important categories.