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

Mail

• 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

Email

• 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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7Page

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.