Shannon Denniston, CCXP
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Customer Insight & Analysis
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Customer Data Management
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Relationship Gain & Erosion
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Relationship Gain/Loss by Market Segment
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Contact Center Call Drivers
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High Level View: Contact Center Activity

Customer Insight & Analysis

Texas Capital Bank, VP Client Experience
Project Intent
  • To build a cohesive (360 degree) view of the customer by translating client intelligence into practical solutions that pave a clear path to improving the overall experience.

​Audience
  • Executive leadership
  • Cross-functional team leadership
  • Internal teams impacting the overall experience in some way

Challenge
  • No reliable or globally accepted view of clients or their relationship with the bank.
  • Data siloed and disjointed, 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.
  • Company-wide and cross-team communication gaps preventing employees from wholly taking part in client solution.
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Solutions
  • Centralize the collection, analysis and organization of concrete and observational data points to establish a reliable and globally accepted representation of current state
  • Expand overall CX improvement strategy with specific success metrics, expanded and redefined for deeper insight
  • Uncover the "why" as a critical component of telling a richer story, while revealing struggles and unmet needs that must be solved for
    • This offers also offers a better understanding of how clients perceive their experience, and serves as a guide for what decisions to make and actions to take on a client's behalf
  • Monitor and share customer stories as a way to humanize the impact of how clients experience their interactions.
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