For many years, the branch was the heart of every bank. Products were explained, contracts were signed, and most importantly: trust was built. Customers knew “their” advisor, and banks were tangible and present in their communities.
With the ongoing digitalization of the industry, this model is rapidly losing relevance. According to a Bitkom study, over 85% of Germans now use online banking across all age groups. Even among those over 75, usage has almost doubled in just a few years.
The consequence: personal touchpoints are becoming increasingly rare. Nearly all banking transactions can now be handled conveniently online, making branch visits unnecessary for many. This fundamentally changes how banks are perceived.
Trust Is Built Digitally Today
Personal contact used to stand for security and reliability. Today, digital experiences determine whether customers trust a bank.
Example: An app that loads quickly, provides transparent information, and functions intuitively is perceived as trustworthy. Conversely, a poor user experience leads to frustration and, in the worst case, switching providers.
The trust model has shifted: it’s no longer the institutions themselves at the center, but the digital interactions.
Why Providers Must React
The competitive landscape accelerates this change. FinTechs, neobrokers, and international platforms set new standards for digital services. Speed, simplicity, and seamless journeys are taken for granted. Customers directly compare these experiences with those of their bank.
At the same time, traditional differentiators such as a dense branch network or a long institutional history are losing relevance. Customer loyalty becomes more fluid: the willingness to switch rises, and barriers like costs or effort decrease.
In an environment where the next bank is just a click away, the digital experience becomes the decisive competitive advantage.
What Banks and Insurers Must Do Now
To succeed in this new reality, financial service providers must begin placing digital customer experiences strategically at the heart of their offerings.
What does this mean in practice?
User Experience as a Priority: Apps and portals must not only work but delight and engage the target audience.
Proactive Digital Advisory: Instead of passive product information, customers expect relevant recommendations tailored to their current life situation.
Technology and Platform Strategy: Modern systems enabling seamless journeys across channels are essential today.
Cross-Industry Benchmarking: Customers compare digital services not just with other banks, but with other digital leaders like Amazon, Apple, or Zalando.
Total Experience: The Necessary Holistic Perspective
Optimizing individual touchpoints is no longer enough. What matters is the harmonious interplay of all digital and analog touchpoints—the Total Experience. It combines user experience, performance, visibility (SEO), emotional impact, and the entire customer journey into a consistent, holistic experience.
A Total Experience Potential Check reveals where your offerings already excel and where gaps exist. Based on this, your digital strategy can be developed in a fact-based way, and investments can be targeted where they have the greatest impact on customer acquisition and retention.
Why the Total Experience Perspective Pays Off
For financial service providers, considering the Total Experience goes beyond understanding the customer perspective—it delivers tangible benefits:
New Customer Acquisition: Outstanding first impressions captivate potential clients.
Strengthening Customer Loyalty: Consistent experiences build trust and loyalty.
Reducing Churn: Weak points are identified early and can be addressed proactively.
Efficiency Gains: Measures can be prioritized where they have the greatest effect.
Take the Next Step Now
Tomorrow’s trust is built digitally—through digital experiences, not in branch halls. Those who start today to systematically assess and improve their Total Experience will secure loyalty from existing customers while attracting new ones.
Let us analyze together how your target audience experiences your digital services and turn their potential into a clear competitive advantage.
