The traditional approach to banking is transactional. Customers need to make a deposit or move money, so they interact with their bank to get the job done. Once the transaction is complete, the relationship stalls until the next time customers need help.

But in today’s connected world—buoyed by the growth of fintech startups—customers are looking for brands to be strategic advisors. It’s more about building a lasting relationship and providing continual value than checking off a transactional box. And although this trend is evident in the world of finance, the principle applies to every industry.

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Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here. 

Every business, regardless of industry, location, or size, depends on communication to create a fantastic customer experience. You can’t build relationships, get feedback, understand customers, or share information without being a great communicator. But there’s a difference between communication that is brand-focused and communication that is customer-focused. 

Online marketing expert and author Amy Porterfield helps entrepreneurs and companies of all sizes create clear, customer-focused communication. No matter if you’re getting a business off the ground or working with a beloved brand, communicating clearly is crucial.

The ultimate goal of customer experience is always to make customers’ lives easier and better.

Or, in the words of Getaway Chief Experience Officer Carlos Becil, to give them everything they need and nothing they don’t.

The goal of customer experience is always to make customers’ lives easier and better. And a huge part of achieving that goal is solving problems for your customers and their communities.

But taking a stance and getting involved in the community to solve problems is challenging for some brands. Kofi Amoo-Gottfried, DoorDash’s first-ever CMO, says the key is to find what is authentic to your brand. You can’t speak out on everything happening in the world, but you can get involved with issues that impact your customers and business.