Journey to a Customer Experience MapBY JILL HEWITT, CUSTOMER EXPERIENCE SPECIALIST
RESEARCH REPORT
Journey to a Customer Experience Map
2Page ©2014 Catalyst. All rights reserved.
Executive summary
F inancial institutions are constantly seeking ways to more accurately predict customer behavior and attitudes. Data models and traditional market research
often overlook a research methodology that can tell you what customers are thinking, feeling and doing at each stage of their relationship with you. This methodology, titled “customer experience mapping,” uncovers customer emotions and attitudes through the entire customer life cycle, resulting in opportunities for more relevant communications, better customer relations, higher retention rates, and increased lifetime value.
By cataloging key customer touchpoints and talking to customers about their experiences during those key touchpoints, it’s possible to create a customer experience map that provides a concise picture of what customers are thinking, feeling and doing. The map not only identifies gaps in customers’ banking experiences, it also delivers an actionable framework to improve them.
We spoke with a group of bank customers to identify the ideal experience they wanted from their bank and asked them to compare that to their actual experience. The stages we looked at included:
• Consideration
• Account opening
• Onboarding
• Day-to-day account management
• Expanding the relationship
• Account close
60% of shoppers who excluded an institution from consideration did so because they had a bad experience or heard negative things.
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Why does customer experience matter?
W hen asked why they would NOT consider banking with certain financial institutions and why, 60% of shoppers who excluded an institution from
consideration did so because they had a bad experience or heard negative things.
Source: Novarica © January 2014, The Financial Brand
1. Bad customer experiences are shared … and shared … and shared
Years ago, a bad customer experience took a lot longer to permeate the public than it does today. But with social media and ratings and review websites like Mybanktracker and Findabetterbank.com, word gets around a lot quicker.
I had a bad experience with this institution
I heard negative things about this institution38% 22%
I’m unfamiliar with this institution
Inconvenient branch or ATM locations33% 9%
REASONS CONSUMERS WON’T CONSIDER A
FINANCIAL INSTITUTION:
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4Page
2. Good customer experiences make a brand stand out
Good reviews are also shared. These two banks had the confidence to allow reviews directly on their website—good, bad or indifferent.
3. Your customers’ experiences impact the bottom line
If your marketing is primarily focused on checking acquisition, as is typical of most banks, you may find yourself struggling to replace customers who leave or never activate … in essence, pouring new customers into a leaky bucket. Unless you find and fix the issues that are causing your customers to leave, by year end you could be looking at a net loss in customers.
Current customers
15% growth—new active accounts*
20% loss—accounts closed
*30% of new accounts never really become activated.
LAST 12 MONTHS— PERSONAL CHECKING
OPENS/CLOSES
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Why do you need a customer experience map?
Your customers are demanding a good omni-channel experience. Recent studies have shown that1:
45% of customers prefer an omni-channel shopping experience
68% of consumers use two or more screens at the same time to access unrelated content
54% of marketers cite not having a consolidated customer view across channels as the biggest roadblock to a successful cross-channel experience
While marketers recognize the need to adopt an omni-channel strategy, many are struggling to successfully connect consistently with consumers across all available outlets. Most organizations are structured to focus on individual channels, touchpoints, technologies or features rather than the overall brand. A customer experience map bridges this gap and examines how customers interact with your brand during each stage of the customer life cycle.
Customer feelings: positive, indifferent and dissatisfied
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyondCustomer life cycle stages
Opportunities for improvement
Customer thinking Illustration of customer journey
SAMPLE CUSTOMER EXPERIENCE MAP
1 Sources: eMarketer “US Time Spent on Mobile to Overtake Desktop,” August 2013; Retail Systems Research (RSR) “Retailing: Omni-Channel Approach Central to Strategies in 2013,” August 2013.
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6Page
How to develop a customer experience map
1. Inventory all triggers, touchpoints and channels
Begin by listing all of your current customer touchpoints by channel under each customer life cycle stage. This important exercise will show the gaps in your touchpoint inventory, and you’ll immediately be able to see where the opportunities are.
2. Conduct customer research
Once you’ve completed your inventory, you are ready to start doing some qualitative research. Of course you can pull comments from social media or ongoing research, but it is also very important to set up direct qualitative research to create your customer experience map.
STAGE Consideration Account Opening Onboarding Day-to-Day Acct. Mngmt. Expanding Relationship Ending Relationship
CHANNELS
• This is the first listing
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
• Number five is another listing
• This is the first listing
• Second listing is here
• Listing number three comes next
• This is the first listing
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
• This is the first listing
• Second listing is here
• Listing number three comes next
• This is the first listing
• Second listing is here
• Listing number three comes next
• This is the first listing
• This is the first listing
• Second listing is here
• This is the first listing
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
• This is the first listing
• Second listing is here
• Listing number three comes next
• This is the first listing
• Second listing is here
Web
• This is the first listing
• Second listing is here
• This is the first listing
• Second listing is here
• This is the first listing
• Second listing is here
• Listing number three comes next
• This is the first listing
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
• This is the first listing
Social
• This is the first listing
• Second listing is here
• Listing number three comes next
• This is the first listing
• Second listing is here
Mobile
• This is the first listing
• Second listing is here
• This is the first listing
• Second listing is here
• Listing number three comes next
• This is the first listing
• Second listing is here
Branch
• This is the first listing
• Second listing is here
• This is the first listing
• Second listing is here
• This is the first listing • This is the first listing
• Second listing is here
• This is the first listing
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
Out of Home
• This is the first listing
• Second listing is here
• Listing number three comes next
• A fourth listing goes here
• This is the first listing
• Second listing is here
• This is the first listing
• Second listing is here
TRIGGERS, TOUCHPOINTS AND CHANNELS INVENTORY
Ongoing nonlinear Time-based nonlinear Linear
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AS YOU PLAN YOUR RESEARCH, YOU’LL NEED TO:
• Identify customer segments to recruit
• Develop a discussion guide that will encourage people to tell a story about what they are doing, thinking and feeling
• Decide what to pay participants
• Prepare questions that will help you probe for clarification and examples
There are a variety of ways to gather qualitative research from customers. You can observe and interview customers on site, conduct online surveys, run traditional focus groups or use online focus groups.
We recommend using online bulletin boards. Essentially, these are online focus groups. They have several advantages over traditional focus groups:
• Individuals are not influenced by what others say
• Because they’re more anonymous, people will often express more honest opinions
• No one person can dominate the conversation
• They are more convenient. Individuals aren’t required to travel or invest an evening
SAMPLE ONLINE BULLETIN BOARD
SOME OF WHAT WE HEARD DURING A RECENT ENGAGEMENT WITH A FINANCIAL INSTITUTION:
“ Special deals are sometimes put out there to attract new customers. I want my bank to make special offers to me ... to show they value my continued relationship with the bank.”
—Linda C.
“ Talk to me to find out which accounts work best for me now ... everyone wants to feel important, no matter how much money they have. But also, they want to be understood and valued as a customer.”
—Jessica F.
—Bill M.
“ I want to feel like they already know me. Not by a number.”
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8Page
3. Hold customer experience workshops
Customer experience workshops are conducted with your internal stakeholders—the people who can impact the final customer experience. When stakeholders read customers’ comments and feelings firsthand, they develop empathy and are more likely to act on and resolve customer experience problems.
During the workshops, we:
• Read all the comments customers made on the online bulletin boards
• Create a sticky note for each comment—each color indicates a specific research segment
• Group similar comments into themes: disappointment, frustration, surprise, communications timing, etc.
• Look for emerging patterns
4. Develop an initial model of customer feelings
We focus on feelings to identify highs and lows in the customer experience throughout the life cycle. The three lines in the model below represent optimal, average and poor customer experiences.
Customer experience workshops are conducted with your internal stakeholders.
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9Page
5. Do a complete analysis of your customer research
This analysis pulls all your research together to show you what your customers are thinking, feeling and doing at each stage of their journey with you.
For example, our research found that it doesn’t require face-to-face interactions to improve the customer experience. Customers were eager to receive communications from their bank, including email, direct mail and well-timed text messages. They wanted to feel like the bank was a partner looking out for their financial well-being.
In some cases, that meant suggesting a new financial vehicle, such as a HELOC. In other cases, it meant showing the customer the advantages of switching to a different checking or savings vehicle. Executing these types of personalized communications requires data and analytics, which could help you determine who to communicate with and when. The return is incredibly valuable—to both customers and the bank.Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyondLet’s look at an example showing what customers are doing, thinking and feeling at the consideration stage:
The return from personalized communications is incredibly valuable—to both customers and the bank.
Journey to a Customer Experience Map
10Page
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
GAPS LEAD TO OPPORTUNITIES
Gaps can pinpoint opportunities for improvement in each stage of the customer life cycle:
• Which customer segments?
• Which channel or touchpoint?
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Journey to a Customer Experience Map
11Page
Guiding principles
Guiding principles will emerge as you begin to understand the customer journey. Use your guiding principles as a Litmus test for the success of
organizational initiatives now and in the future.
We found that customers typically had positive feelings toward their bank during the consideration and account opening phases—especially those customers who had done their own research and made an informed choice:
But after customers entered the day-to-day account management phase of their banking relationship, there often was a shift. Those who primarily visited a branch or talked to a person on the phone tended to have more positive feelings. These customers were more likely to open additional accounts because of the human interaction. They had had an optimal experience:
Customers who banked online or via their mobile device, however, started showing signs of indifference and dissatisfaction after onboarding. These customers tended to feel anonymous or unimportant and were much less likely to open additional accounts:
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyondBanking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
Banking Customer Experience Map
PURCHASE ADVOCATE
CU
STO
MER
JO
URN
EY
Ste
ps
• Identify the need for a new financial account
• Assess financial institutions and account types available
• Choose a financial institution and account type(s)
• Open account(s)
• Receive confirmation and account numbers
• Set up online or mobile banking services
• Set up direct deposit
• Order checks
• Receive ATM/debit/credit card
• Deposit money
• Withdraw money
• Check balances
• Pay bills
• Monitor financial health
• Identify the need for new financial services
• Learn about products or services available
• Add or change account products/services
• Identify the steps necessary to move financial assets
• Close account with financial institution
Do
ing
View mail promotion
View advertisements Call a representative
Call representative
Visit branch
Visit branch Receive materials in the mail
Send direct deposit info
Sign up for online banking
Call a rep
Visit website Apply online
Speak with arepresentative
Fill outapplication
Receive account opening documents
Receive account opening documents
Withdraw money
Pay bills
Receive paperwork to sign
Check rates online
Talk with friendsVisit branchReceive account
opening documentsFax/email signed paperwork to bank
Log in
Download mobile app
Deposit money
Receive statements and alerts
Evaluate financial situation
Learn about new services View cross-sell promotions
Receive account closing paperwork
Add account
Research products/services
Initiate account closing
Transfer money and check balances
THIN
KIN
G
• Who do my friends and family bank with?
• How do I choose the best account for my needs?
• Does the bank offer the services and technology I need?
• How close are the nearest branches and ATMs?
• How do fees and rates compare to other banks?
• How big is the bank’s presence (local, national, international)?
• Does this bank take an interest in my community?
• How helpful and knowledgeable are the bank employees?
• Will the bank help me grow and progress financially?
• Will it be difficult to open a new account?
• Will I qualify for the account(s) that I want?
• What does the fine print mean?
• Will I be able to talk to a real person?
• Will the branch representatives take care of all the paperwork?
Acquisition
• What should I expect when my account is taken over by the bank?
• Will I be able to continue working with my advisor from my old bank?
• What will happen to the employees at my local branch?
• What services and features are offered with my new account(s)?
• Will I be able to understand how to use my account?
• Will I have problems logging in to my account online or on my mobile device?
• Will all of my bank accounts transition smoothly?
• Will I be able to reach someone at the bank easily if I have a question or a problem?
• Is my bank looking out for my best interests?
• Are my banking activities and identity secure?
• Can I easily access my accounts wherever and whenever I need to?
• What are these new features all about (e.g., mobile banking)? Are they useful?
• Will it be easy to add a new account?
• Is there a branch nearby where I can talk to someone about adding an account?
• Are there any benefits to switching the account(s) that I have with the bank?
• Will the bank monitor my account(s) and let me know when I should consider a change?
• Can I trust my current bank?
• Are there banks with better interest rates?
• Can I find a bank that doesn’t charge as many fees?
• Will other banks move faster (e.g., refinancing)?
• Is another bank’s promotion worth switching for?
• How difficult and painful will it be to switch banks?
• Can I find a knowledgeable financial team to work for me?
• Are there any loyalty benefits for sticking with the bank?
• Can I live with the frustrations that I have with my bank’s technology?
FEEL
ING
Po
sitiv
e
Comfortable — I’ve done my research
Happy — the bank does a lot of great things for the local community
Confident — my friends/family have recommended the bank
Excited to open my first account
Respected — branch representatives sat down with me and explained options and services
Convinced — switching will deliver a better experience than my current bank
Happy — the reps are here to help me open an account
Thankful — the bank was willing to lend me money
Special — as if my transaction were the only thing happening in the branch
Acquisition
Welcomed during the takeover
Comfortable — the bank knows what is going on and I can ask for help
Empowered to build our home knowing that the bank was backing us
Informed — the site is very comprehensive and explained all of the benefits that come with the account
Comfortable — bank employees don’t make me feel stupid or behind the times when I ask questions about new technology
Pleased — I have met all of the requirements to receive my promotional offer for opening an account
Lucky — I had a smooth transition to the bank. Others did not
Valued — when I am recognized in the branch
Secure — I am alerted when changes are made to my online account
Comfortable — I can reach someone at the branch or by phone if I have a problem with my account
Relieved and happy — it isn’t a fight to get a problem solved
Confident — my questions will be answered by friendly bank personnel
Pleased — my bank supports my community
Valued — when a teller or other employee suggests an option that will earn more interest or have lower fees
Fortunate — the bank is looking out for my best interests
Respected — the bank doesn’t push accounts/services that I don’t want
Intrigued by higher interest rates for checking accounts at other banks
Interested in cash offers to open an account elsewhere
Ind
iffe
rent
Confused — how do offers differ from bank to bank?
Concerned — will I be taking a step backwards, since the bank doesn’t have a global presence?
Worried — will it be difficult? It’s been a long time since I changed accounts
Pleased — I wasn’t rushed and that the process was not stalled
Glad to have it done — one more thing crossed off my to-do list
Acquisition
Indifferent — I didn’t actually choose the bank
Concerned — will I lose access to my money?
Satisfied — my online issues have been dealt with quickly by phone reps
Anonymous — I’m just a number after all the papers are signed
Acquisition
Confused — I didn’t feel like everything was as clear as it could be
Ignored — no communication from the bank since my accounts were transitioned
Easy to keep my money in the same place it has been since I was a kid
OK — as long as everything is handled correctly
Indifferent — my bank is just a place to make payments; I’m a number
Unimportant — they haven’t taken the opportunity or time to approach me and find out what they can do for me
Unsure about some services like mobile banking and overdraft protection and whether they will benefit me
Anonymous — the promotions I receive are generic
Indifferent — I don’t really feel like I have a relationship with the bank
Lazy — I don’t feel like jumping through all the hoops to switch my account(s)
Unappreciated — no one has contacted me or helped me learn how to maximize my banking relationship
Impatient — our mortgage refinancing is taking forever
Unfulfilled — I need a bank with an international presence
Dis
satis
fied
Distrustful of large banks that are sneaky and rude Impatient — waited a long time in a crowded, smelly waiting area
Insecure — branch personnel were not super knowledgeable
Acquisition
Burdened — I had to figure out how to switch some things on my own
Unappreciated — the bank is cold, impersonal and untrustworthy
Frustrated and annoyed — many missteps and fees along the way
Upset — I can’t transfer funds to a friend immediately, even though he has a the bank account
Acquisition
Unsettled — I didn’t have the tools to access my account
Unimportant — ATM/debit cards and new checks were not reissued when promised
Foolish — I was told that my banking service would be the same and it has not turned out that way
Dissatisfied — I feel disconnected; I’d like a better relationship
Frustrated — I keep getting locked out of my online banking account — especially when the Customer Contact Center is closed!
Irritated — I’ve requested that my email address be changed multiple times and it still hasn’t been done
Annoyed — my online account history displays only 90 days of transactions
Unappreciated — I am not rewarded for my loyalty. Why do new customers get all the perks?
Irked — it’s hard to get in touch with my advisor
Disappointed — the bank has not analyzed my patterns and reviewed changes that could benefit me. I’m left to do this work on my own
Uninformed — I don’t receive information about promotions or products
Annoyed by the constant promotional mailings that I receive from the bank
Impatient — tellers at the bank try to upsell me when I’m in a hurry — I’m there for a specific reason
Angry — my bank made a mistake with my bank account
Vulnerable — I felt like my accounts had been compromised
Embarrassed — a customer service representative made me feel dumb, instead of trying to help
Deceived — the bank’s financial practices don’t seem straightforward, and extra fees keep getting added to my account(s)
Exasperated — when I can’t log in to my online account and the Customer Contact Center is closed
OPP
ORT
UN
ITIE
S • Create personal connections with prospective customers
• Make it easy to understand and differentiate between account options
• Share stories from advocates
• Create flexible and customizable account options
• Make account opening simple and straightforward
• Provide customer support at each step of the process
• Welcome and guide acquired customers through conversion
• Follow up on all new customers with personalized communications
• Identify and honor customer communication preferences
• Provide educational tools
• Assign acquired customers to a bank counselor
• Form a relationship with each customer
• Be available to customers
• Encourage and reward loyalty
• Work for each customer’s financial well-being
• Make it easy to grow the relationship
• Provide customized messaging and promotions online
• Provide prompt, expeditious responses to customer concerns
• Follow up personally on all account errors
• Match competitor offers
Consideration Account Opening Onboarding Day-to-Day Account Management Expanding Relationship Ending Relationship
CONSIDER AND EVALUATE
The path to purchase and beyond
CONSIDERATION TOUCHPOINTS
DAY-TO-DAY TOUCHPOINTS
Journey to a Customer Experience Map
12Page ©2014 Catalyst. All rights reserved.
ABOUT THE AUTHOR
For more than 15 years, Jill Hewitt has designed, researched and evaluated user interfaces across a variety of platforms, including Web, mobile, public kiosks and hardware devices. Her approach is deeply rooted in user-centered design principles. Jill has extensive knowledge in usability and user needs research methods, all geared toward understanding customer needs and improving
customer experiences. She has improved customer experiences for major Fortune 500 brands, including UPS, NPR, Turner Broadcasting, Dell and Paychex. She is currently a customer experience specialist and designer at Catalyst, a marketing agency headquartered in Rochester, New York.
800.836.7720 | www.catalystinc.com | Facebook | Twitter | LinkedIn
Key takeaways
1. A customer experience map tells you what your customers are doing, thinking and feeling at each stage of the customer life cycle
2. The process pinpoints opportunities for improving each customer segment at the right time and in the right channel
3. Create guiding principles and a road map to improve the overall customer experience
Developing a customer experience map is an excellent first step toward improving your customers’ overall experience and satisfaction. The research and analysis can be completed fairly quickly, providing you with a road map for the coming year and beyond.