A financial services firm was struggling to move the needle in their Customer Experience (CX) program. They wanted to refresh their approach to ensure KPIs focused on data most closely tied to the customer experience so they could develop strategies to improve profitability.
We designed a multi-phase research program to examine the firm’s CX approach.
The first step was getting feedback from internal stakeholders about the current process. We also sought customer feedback around the customer journey.
The research provided insights that would help the teams meet their goals. To help stakeholders understand the research, we hosted activation sessions so they could digest the research and collaborate on developing a structured plan.
During group workshops and individual team sessions we helped the team:
- Review qualitative and quantitative research insights that would help them develop strategy.
- Examine the journey mapping to explore changes that could improve the process.
- Develop closed-loop design attached to the platform.
- Ideate new internal process improvements that would align with customer needs.
The revised approach resulted in a 15 percent increase in customer experience scores, and new KPIs the team developed show that the improvements in customer-driven processes tied directly to the firm’s revenue increases.”
By taking a holistic view of the firm’s CX program, we were able to help stakeholders drive meaningful change in process improvement, issue resolution (closed loop), communications and marketing efforts, and employee incentives. The revised approach resulted in a 15 percent increase in customer experience scores, and new KPIs the team developed show that the improvements in customer-driven processes tied directly to the firm’s revenue increases.
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