Retail Banking Customer Journey Mapping

Background Problem

A large regional retail and commercial bank was looking to better understand prospect and customer needs: mapping out their journeys and seeking opportunities and key areas to invest in the bank.

Approach

The team began by reviewing all existing documentation, artifacts and segmentation, as well as doing a first-hand assessment of existing touchpoints. A series of 1:1 stakeholder interviews helped us understand the vision across lines of business and various functions and piece together a holistic picture of the internal view. From there we established a research plan including: deep in-home ethnographic interviews and dyad conversations to understand group decision-making, secret-shopper observations at bank branches, and quantitative analysis of survey and voice of customer metrics and customer conversion. We then established 2 specific personas with a unique journey aligned to each. Lastly we built a Customer Experience Roadmap with prioritized initiatives.

Sample Activities/Deliverables

Personas: Outline of behaviors, motivations, tech usage, as well as decision making style and financial tendencies

Journey Maps: Emotional perceptions of the customer, associated channels of interaction, their obstacles, and opportunities to improve and delight