As you begin building a customer experience (CX) program for your bank or credit union, a common first step is gathering feedback from your customers. We’ve found that surveying customers about their interactions across major touchpoints is an easy place to start.
We recently published a three step guide to starting a CX program based on this method.
Once you decide to build your CX program in this way, you need to settle on a touchpoint to investigate. There are a wide variety of touchpoints in banking: fee disputes, refinance applications, money transfers, replacing lost/stolen cards… The list goes on, but we propose that whatever touchpoint you choose must satisfy three criteria: it must be common, emotional, and identifiable. We’ll walk through what these criteria mean using four example banking touchpoints: