Customer experience, or CX, is not a new term. However, the rise of Big Tech and the increasing focus on psychological and behavioural economics in product and service development has given it a much deeper meaning. In this chapter, you will learn about customer experience, how technology, psychology and economics are making us think deeper about CX, the benefits of putting it front and centre in any product or service development plan, do’s and don’ts of customer experience, and considerations for a regulated industry such as financial services.

Personalisation, timeliness, and predictability are at the core of good CX design. In this chapter, we will dive into each core element, showing leading examples and providing tips for quick ones. We will also explore leading examples from outside of the financial services industry as a means of inspiration.

What does a great end-to-end customer experience look like on a platform? What did the organisation do to achieve this? In this chapter, we will explore four case studies that demonstrate a great customer experience, identify what was done, and where the applications highlight how customers were involved.