Question

Topic: Strategy

Customer Journey Mapping For Banking

Posted by leenisme on 2/1/2020 at 12:13 PM ET 25 Points
Hello -

I'd like to ask if we're mapping a customer journey map for a Bank, should the journey be based on a generic customer experience with the Bank or should it be a journey of the customer's experience with a product, e.g. credit card, mortgage, current account opening?

Thanks!

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RESPONSES

  • Posted by Gary Bloomer on 2/1/2020 at 6:02 PM Accepted
    Both. Simply because there is no such thing as a 'generic' banking customer experience.

    Instead, follow real experiences of real people. And ideally, avoid the one product option. Few bank customers opt for one product. To have real teeth and real impact walk through multiple experiences and at every step, ask what could go wrong and what measures you'll put into place to fix things, or better yet, what protocols can be created to prevent FUBAR situations in the first place.

  • Posted by chiron34 on 2/2/2020 at 7:54 AM Accepted
    In addition to following the good, practical advice from Gary Bloomer above, don't forget to question your Bank's customers about what is missing from the portfolio of services that your Bank is presently providing.
  • Posted by Jay Hamilton-Roth on 2/2/2020 at 4:33 PM Accepted
    One map doesn't serve all needs. Narrow your focus on the areas that you wish to improve and identify those customer personas that would be ideal fits. Tailor the map for these people's needs.
  • Posted by leenisme on 2/10/2020 at 5:13 AM Author
    Thank you all for the comments & ideas.
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