Who foots the bill?
Expectations vary for what banks should do to support customers who have been scammed, with 65% of Australians expecting a bank to replace lost money in the event of a scam.
Customers are looking for reassurance, accountability and financial security when they are scammed. Banks may be undermined on those criteria through no fault of their own.
Strategies for personalised prevention and support
Banks need to close this expectation gap, and this includes educating customers on the areas where banks bear responsibility and where they can effectively intervene.
To better support customers, they need to use data effectively to identify risk factors and deploy a range of personalised intervention techniques depending on the situation. This should also include providing educational materials, pausing suspicious activity sooner, or assisting with next steps in the case of a scam.
With the number of Australians experiencing scam attacks on the rise, it’s imperative for banks to equip customers with knowledge to safeguard their money and data. Experiencing a scam is an emotionally charged event where customers value not only the outcome, but also the quality of assistance received. Banks must enhance their service with personalised support to meet expectations. This is critical in retaining customers and providing a meaningful customer lifecycle experience.