Mercedes

Customer Support Manager. In the Customer Support Department we share in our clients’ progress and happy moments together. These moments give us the power of building a strong relationship with our clients on a daily basis.

For the past decade, organizations have undergone a paradigm shift in how they approach customer service. The rise of social media, advent of smart technologies and growing demand for real-time information have made the provision of customer services more critical than ever before. It’s no longer enough to provide your customers with a phone number they can call if they ever run into trouble. In today’s environment, businesses must be responsive and engaging at all times if they hope to leave a lasting impression on their existing customers and attract more people to their brand.

The evolution of customer service is one of the major disruptive trends in the financial services industry. Several studies have shown that traditional financial service providers have struggled to keep pace with FinTech disruptions, especially as they relate to creating a positive customer experience.[1]

When it comes to the evolution of financial customer service, one of the best places to start is the online retail trading industry. Unlike traditional financial service providers, which are operating in established markets, online retail trading brokerages have evolved in lockstep with consumer preferences. They are at the forefront of FinTech disruption and are eagerly transitioning their business model to meet the evolving needs of their end market.

The good news is it’s very easy to separate the winners from the losers in the online retail trading world. The losers are simply no longer in business, whereas the winners have been in operation for ten years or more.

easyMarkets, a regulated financial brokerage located in Cyprus, is one of the few companies that fits the bill. Established in 2003 (as easy-forex), the brokerage now offers its services to thousands of traders in over 160 countries.

“We’ve has always had a simple approach to business: give the trader what they want, and provide them with every opportunity to succeed,” Mercedes, customer support manager at easyMarkets, says. “It’s all about being there at each step of our customers’ journey and letting them know we are always there to help.”

easyMarkets has stepped up its customer engagement and retention in recent years by focusing on four key areas:

Increasing social media outreach and engagement
Providing customized live support services
Making huge investments in educational tools and resources
Building strong in-house capacity and increased employee visibility
Increasing social media outreach and engagement

Social media is no longer just a fancy buzzword.[2] In today’s market, businesses that do not leverage social media are not in tune with their customers. easyMarkets uses its social media channels to disseminate market information, promote its products and services and answer questions from existing and prospective customers. This sort of social media brand power is critical in a consumer-facing industry such as finance.

Providing customized live support services

easyMarkets not only provides LiveChat and instant Facebook Messenger services, it has a dedicated team of English, French, Mandarin, Arabic, Hindi and Polish speaking support reps that are there to assist global clients during market hours.

Making huge investments in educational tools and resources

Forward-looking businesses realize that, above all, customers want to help themselves. Their ability to find the information they need and apply it right away can often mean the difference between a repeat customer and one who never does any business with your brand.

One of the most impressive aspects of the easyMarkets business model is the sheer volume of high-quality educational tools and resources that are available to members and browsers for absolutely free. The Learn Centre offers webinars, educational eBooks, forex beginner guides, plugin guidebooks, economic indicators, detailed FAQs and one of the biggest financial glossaries in the business. 

Building strong in-house capacity and increased employee visibility

easyMarkets has not only built strong in-house capacity to be able to address every aspect of its business, it has made its employees visible and accessible to the outside world. This is exceedingly rare in an industry that is too often run like a faceless corporation.

Each week, traders gets to watch Chief Client Relationships Officer Nicolas present this week’s Hot Topic, a brief video summarizing the biggest events in the global financial markets. They also receive interesting articles from a dynamic social team that presents hot-button topics and fun trading articles that increase client engagement and interaction.

The Future of Finance: Focusing on the End-User Experience

All of the above examples clearly demonstrate that easyMarkets is focusing on the end-user experience. Financial service providers looking to enhance customer engagement and increase their brand need to start thinking about becoming more responsive to their market. In this vein, service providers must view technology not as a disrupter, but as an enabler that can help enhance the end-user experience.

As technological innovations deepen, the evolution of customer service has only just begun. Financial service providers can expect to see rising demand for 24/7 customer service, where customer is in control of where the interaction happens. Service providers themselves must also prepare to use tools like big data analytics and CRM technologies to collect and analyze data from every channel. This will help them measure the performance of their business, including their customer service, and deliver new products and services that align with their market’s wants and needs.[3]

[1] Capgemini (April 18, 2016). Banks Struggle to Keep Pace with FinTech Disruption Finds World Retail Banking Report 2016.

[2] TouchSupport (May 7, 2014). Evolving Customer Service Trends In 2014.

[3] Blake Morgan (April 18, 2016). “The Evolution Of Customer Service.” Forbes.

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