Principle 4: User-Centricity
Digital finance products and services center user needs and experiences.
- Customers are satisfied with the service they receive.
- Company regularly surveys users regarding satisfaction.
- Company provides access to customer service that meets the needs of users.
- The method for contacting customer service (e.g. phone number or online support) is easy to find (ie, a “Contact” or “Support” page linked from the main site navigation).
- First tier customer support includes speaking with a person.
- Multiple ways to engage with customer service (in-person, over phone, email, live chat).
- Convenient hours to access live customer service (i.e., not limited to business hours and days).
- Company commits to a customer service response time in legally binding documentation.
- Customer service is provided in languages other than English.
- Company discloses use of outsourced customer service providers.
- Outsourced customer service providers must have appropriate certifications that guarantee data protection by third parties.
- Users are satisfied with customer service.
- The company or organization should have effective grievance and remedy mechanisms to address users’ concerns.
- The company initiates or participates in meetings with stakeholders that represent, advocate on behalf of, or are people directly and adversely impacted by the company’s business.
- The company has a demonstrated track record of responding to feedback from stakeholders that represent, advocate on behalf of, or are people directly and adversely impacted by the company’s business.
- Easy to locate, clear and simple way to submit feedback, including complaints and grievances.
- Clear disclosure of process for responding to complaints.
- The company reports on the number of complaints received.
- Company participates in the CFPB consumer complaint process even if not required.
- The company responds to consumer complaints submitted to the CFPB in a timely manner.
- As measured via CFPB complaints database, complaint resolution at 100%.
- Account creation and deletion is simple.
- The account creation process is intuitive and straightforward.
- The account deletion process is intuitive and straightforward.
- App is compatible across platforms.
- Users can access the app, including account information and core features, across platforms.
- App allows for third-party logins.
- App allows for third-party or federated logins.