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How U.S. Bank Is Taking its Customer Experience to the Next Level
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Jonathan_Camhi
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Jonathan_Camhi,
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6/28/2014 | 4:16:18 PM
re: How U.S. Bank Is Taking its Customer Experience to the Next Level
I don't think that it was as much about learning something new as dealing with the biggest pain points for customers. If you have real problem with the bank, that's when you go to the branch or call the call center. So I think they wanted to attack that first.
Jonathan_Camhi
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Jonathan_Camhi,
User Rank: Author
6/28/2014 | 4:10:01 PM
re: How U.S. Bank Is Taking its Customer Experience to the Next Level
Yeah the autonomy that they gave her in not having to make a business case was unusual, and it seems to have paid off.
KBurger
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KBurger,
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6/27/2014 | 4:53:03 PM
re: How U.S. Bank Is Taking its Customer Experience to the Next Level
It's interesting to me that in thinking about the "next level" of customer experience they started with "front-line staff" and the branch. Not to second guess US Bank, which as you said ranks highly for good CXP and also is in general a forward-looking and effective IT implementer, but it would seem to me the next level is going to be less around what branch customers want and more about what people who heavily use digital channels want. I guess it's plausible that what you learn about face2face encounters can be leveraged across other channels, but I really wonder what new can be learned from branch customers that they didn't already know.
Kelly22
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Kelly22,
User Rank: Author
6/27/2014 | 4:15:29 PM
re: How U.S. Bank Is Taking its Customer Experience to the Next Level
That's what I was thinking; definitely a unique strategy. It shows the bank's commitment to innovation and makes Campbell more flexible to adopt new strategies and technologies than she would be if she had a specific duty.
Jonathan_Camhi
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Jonathan_Camhi,
User Rank: Author
6/27/2014 | 3:20:05 PM
re: How U.S. Bank Is Taking its Customer Experience to the Next Level
Yes they are definitely thinking far ahead on this, and they're really committed to bettering customer experience. I don't think a lot of banks would assign an executive a role without a specific task to complete like in this case.
Kelly22
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Kelly22,
User Rank: Author
6/26/2014 | 5:57:21 PM
re: How U.S. Bank Is Taking its Customer Experience to the Next Level
U.S. Bank is smart to keep moving forward in its customer experience strategy and has some really good ideas. The strategies of utilizing customer feedback, providing employee incentives, and breaking down silos would each be effective on their own, but combining them should prove effective in keeping U.S. Bank ahead of the game.


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