The Experience Edge Ep.13 - The Future of Banking: Digital Meets Human - Lasse Kragh Carstensen
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Feb 19, 2025 Lasse Kragh Carstensen, Head of Digital Business & Channels at Sparekassen Danmark, is a digital transformation expert in banking. He discusses how this customer-owned bank prioritizes human connections while embracing technology. Lasse highlights the need to simplify digital experiences over adding features and reveals the balance needed between AI and human service. He emphasizes using customer feedback to shape strategy, aligning teams with customer journeys, and the importance of collaboration in enhancing user satisfaction in the evolving financial landscape.
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Simplifying Customer Journeys
- Emphasize simplicity in product design to avoid overwhelming customers.
- Bring different teams together to map the customer journey and identify areas of overlap or friction.
Measuring Simplicity
- Measure simplicity through customer feedback and usability testing, tracking completion rates, time spent, and NPS.
- Collect both quantitative and qualitative data to get a complete understanding of customer satisfaction.
Focus on Core Features
- Despite offering various features in their mobile app, Sparekassen Danmark found that customers primarily use basic functions like checking balances and transferring money.
- Interrupting these core tasks with unnecessary features or requests can negatively impact customer satisfaction.