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Uncovering the Real Customer Experience Journey in Financial Services

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EXPLORE ONE OF THE BEST WAYS TO TRULY UNDERSTAND YOUR FINANCIAL CUSTOMERS: JOURNEY MAPPING.

Today, the customer journey is much more complex and varies widely across financial service institutions’ customer segments. The introduction of online and mobile banking and the advent of the debit card, enhanced service ATMs, and the automated interactive voice response systems in the call center, have created many new steps and alternative paths in the customer experience. A successful customer journey map can uncover these alternative paths by allowing you to see your customer’s desired outcomes, thoughts, feelings, emotions, and pain points at each step.

This article is a guide to help you develop a customer journey map for your customers’ experience that will allow you to view your organization and its process through the eyes of your customer. This article outlines a real-world example of how a financial institution used journey mapping to identify the root cause of attrition and strategies for increasing customer retention when investment representatives retired.

What is Journey Mapping?

A customer journey map is a visual representation of the journey a customer has with your brand, products, services, and people. It is important to note that journey mapping is not an appropriate replacement for quantitative efforts, but rather a good starting point or supplement to quantitative efforts. It includes multiple touchpoints from the customer’s point of view, such as:

  • Key moments and evaluation points in the process
  • Positive and negative components of the experience
  • Attitudes and emotions that may come into play

SOME OF THE WORLD'S BEST BRANDS TRUST MARITZCX

Reliant
Transamerica
AT&T
rei
citi grey
nissan

MaritzCX is the world’s only full-service customer experience company that combines technology, data, and research expertise to make sure the right people in your organization can understand and respond to every customer experience in real time.

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