Customer Experience Playbook: Why, What, Who & How of CX
In a world where so much of the financial services sector has become commoditized, customer experience (CX) has become a primary differentiator and a strategic priority for most organizations.
Customers are no longer satisfied with what banking was yesterday or is today, wary of big banks and concerned about their financial well being. Moreover, their expectations are increasingly informed and influenced by experiences they have had with services that sit outside the banking industry. These elevated expectations are shaping how challengers and new entrants are competing in the industry overall, and with Fifth Third.
Fifth Third recognized that their customers’ experiences and their own business’ success are interdependent and made the commitment to become a customer-centric organization.
In early 2016, Fifth Third took another major step on the journey to becoming customer-centric organization with the Home Borrowing & Basic Banking Ethnographic Study and Insights, for which LPK has played a core role. That engagement has yielded the foundational learning necessary to build consumer-led strategy and vision.
In 2017 LPK created Fifth Third’s CX Playbook – one co-created with major stakeholders, in lock step with executive mandates and easily understood and actionable for the broader organization.
Role: Director, Playbook Creation & Training
@LPK, 2017
