The global recession has provided a sharp reminder for retail banks of the fundamental importance of maintaining open, honest and fair relationships with customers. In the wake of a number of high profile negative news stories the trust on which banks' relationships with their customers are built has been severely damaged. In addition, and despite industry protestations to the contrary, most banks have done little in the last few years to become more customer-focused.
A key theme at the Financial Services Forum Annual Members Conference (London March 30 2010) was "Trust is built more on what banks do rather than just what they say". Several speakers set out that more effective management of the customer experience is an opportunity area for retail banks seeking to rebuild customer trust and create sustainable competitive differentiation. It has the potential to help customer retention, create better internal alignment of actions, identify cost savings, and drive incremental revenue growth. To show how these areas can be effectively addressed Mulberry Consulting has published a new White Paper entitled:
"Optimizing the Customer Experience - An Opportunity for Retail Banks to Rebuild Trust and Create Differentiation ".
The paper, written by Simon Turner and I, together with input from industry experts in the UK and Canada (Anthony Thomson, Chairman of Metro Bank; Tim Hughes, Head of Group Customer Experience at Nationwide Building Society and Jason Farris, former President and CEO of CitizensBank), shows that a practical and effective first step towards achieving these goals is to deploy Customer Journey Mapping.
Click here for your personal link to the paper and see the real business benefits that Customer Journey Mapping can deliver. I will also be pleased to schedule a no-obligation 30 minute online demonstration of how "best practice" customer experience companies are using Customer Journey Mapping. I can be contacted at david.hicks@mulberryconsulting.com.
STOP PRESS: Forrester, in a recent review of vendors and Customer Journey Mapping approaches worldwide, recently cited Mulberry Consulting as delivering best in class Customer Journey Mapping.
|
