EXPERIENCE BY DESIGN: MANAGING CUSTOMER EXPERIENCES THAT MAKE A DIFFERENCE

How should we think about managing or designing “customer experience?” How can it be part of our value propositions to business owners? Customer experience management now focuses on managing customers’ exposure, interaction, and transactions across channels,  touch points, and life cycles to move customers from satisfied to loyal to advocates. How much difference have these efforts made to our business owner customers?  What comes after that?  How much weight should we give to “experience economy” advocates who argue that, in commoditized product or service environments, customers willingly pay premiums for experiences that are distinctive, excellent, and memorable. Can we provide them?  Should we care?

Panel participants will share their perspectives of the current state, priorities for banks seeking to improve customer experience levels, and opinions about the path forward from here.