Top 3 takeaways from CXFS presented by David Poole, Publicis.Sapient Financial Services Center of Excellence.

1. TOP 3 TAKEAWAYS FROM CXFS 2018

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The purpose of this recap is to highlight three
key takeaways from CXFS 2018 that reflect
what leading financial brands are doing to
improve their customers’ experience
https://cxfinance.wbresearch.com/speakers/
david-poole

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Sell CX transformation internally, or you’re dead in the water
• The selling starts in the first C-suite meeting. But you need a
shared language (i.e. Service design map)
• “Just say no to a $1 million” — Yes, really. If that’s the
enterprise transformation budget, you’re set up for failure.
• We have proof — 1.3x faster revenue growth for
experience-driven financial institutions (Forrester 2018)
CX
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Shared
language
IT
CFO CX

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No customer left behind
• Customer-obsessed companies will not rest until every customer is satisfied.
• The key is establishing that culture. Start improving experiences for the
majority, but strive towards satisfying everyone. The technology exists to
make that possible
• TD shared the importance of focus.
• TD only commits to five things per platform and pursues them until resolution. TD is proud
that one item has been on the list for over two years—sounds counter-intuitive, yet it reflects
the commitment to play the long game and tackle challenges that can take multiple years to
address (i.e. Prioritize ruthlessly like USAA)
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Spend less time on the GPS, and more time fixing the engine3
• Financial institutions are over invested in the GPS (data gathering and
metrics) and under- invested in ‘fixing the engine’ (operations)
• The boss monster is standing in the way of levelling up.
• The easy fixes have been addressed. That’s why customer experience
stagnated in 2018, as revealed in studies like Forrester CXI
IT
CFO CX

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Contact
DAVID POOLE
Financial Services Center of Excellence
Publicis.Sapient
dpoole@sapient.com