CIO - Banking is typically regarded as a boring service, maybe even a necessary evil. So you might be surprised to find out that customers have strong feelings when they perform banking transactions.
In a joint project between its IT department and chief marketing officer's team, ING Bank performed extensive research to analyze 16 emotions--such as surprise, joy, pride, anger, boredom and contempt--that customers might feel when interacting with the bank.
The results were pretty clear: There's a big difference between the emotions triggered by routine banking activities versus complex ones.
Source:
http://www.computerworld.com/s/article/9234147/A_CIO_learns_that_efficiency_isn_t_enough
