Customer Experience Framework

Customer Experience Framework

Texas Capital Bank, VP Client Experience

Project Intent

• To align the Client Experience mission with long and short-term corporate objectives in an effort to help create positive perceptions through exceptional experiences. 

Audience

• External clients interacting with the bank
• Executive leadership
• Internal teams with cross-functional responsibilities that impact the overall client experience

Challenge

• CX lacks departmental awareness and internal support.
• Customer listening posts exist, but internal stakeholders unclear on how clients perceive overall experience with the bank.
• Cross-functional teams unsure how their role plays a part in a client's experience or the impact processes improvements could have.
• Data siloed, putting up significant barriers in understanding a true picture of how clients experience their interactions with the organization.
• Fragmented insights gathered with little action taken once findings shared.
• Communication gaps between teams and company-wide preventing employees from wholly taking part in client solution.

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Solutions

• Establishing a universal understanding of Client Experience.
• Promoting a holistic listening strategy that provides any party with a clear representation of how clients perceive their experience with the bank.
• Visually translating how all components of an interaction contribute to the all-inclusive end-to-end journey clients experience with bank through journey mapping.
• Building a cohesive, 360-degree view of clients with a centralized collection and analysis of concrete data points, used to design experiences intended to increase loyalty and satisfaction.
• Working to translate client intelligence into practical solutions that can pave a clear path to improving the end-to-end client experience.
• Empowering employees with a voice and hand in the evolution and sustaining of an exceptional client experience.