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Best Practices in Bank Customer Experience Design

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Best practices in bank customer experience measurement use multiple inputs in a coordinated fashion to give managers a 360-degree view of the customer experience.

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Best Practices in Bank Customer Experience Design

  1. 1. Kinesis CEM, LLC Best Practices in Bank Customer Experience Measurement Design http://www.kinesis-cem.com/Insights_Bank_CX.shtml Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at elarse@kinesis-cem.com. http://www.kinesis-cem.com http://www.kinesis-cem.com/bank_customer_experience.shtml kinesis-cem.com 206.285.2900 info@kinesis-cem.com Best Practices in Bank Customer Experience Measurement Design
  2. 2. Three Broad Methodologies Customer Feedback Employee Feedback Observational Research
  3. 3. 360 Degree View
  4. 4. Customer Side of Bank- Customer Interface • Post Transaction • New Accounts • On-Boarding • Closed Account
  5. 5. Behavioral Side of Bank- Customer Interface • Objective Behaviors • Open-Ends • Subjective Impressions Mystery shopping is an excellent tool to align sales and service behaviors to the brand.
  6. 6. Employee Side of Bank- Customer Interface Employee Surveys Leverage Unrecognized Experts in the Customer Experience
  7. 7. Social Listening Social listening fills in the white spaces between other research tools. Its value lies in correlating social data with other data sources. Filling in the White Spaces
  8. 8. Customer Comments Four Groups of Comment Providers Extremely Happy Customers Extremely Unhappy Customers Extremely Bored Customers Customers with Requests Dear [President's name]: Here is something I would like you to know . . . [Lots of white space] Sincerely yours, [Space for name, address and phone number]

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