OBJECTIVES
A large retail bank collaborated with Optima Partners to tackle the challenge of meeting heightened customer expectations within the Retail Banking sector. Optima’s primary objectives were to create a customer-centric strategy, flawlessly integrate an omni-channel CRM, and secure stakeholder buy-in. Additionally, the assessment aimed to identify areas requiring improvement and develop use cases to illustrate the anticipated customer experience distinctly. Read on to find out Optima’s process in developing a vision & engagement blueprint for the future of 1:1 customer engagement.
SOLUTIONS
- Collaborated closely with the Chief Customer Office (CCO) to define and implement personalised interactions across all bank channels.
- Developed compelling evidence to articulate the case for change and future value, effectively presented to the Retail Banking Executive Committee.
- Created a comprehensive capability overview, identifying existing strengths, areas for enhancement, and future requirements.
- Designed use cases to illustrate the envisioned customer experience across key journeys.
- Formulated a detailed roadmap and prioritisation plan for program advancement.
IMPACT
- Implemented a tailored customer-centric strategy aligned with the bank’s objectives.
- Achieved unified integration of the CRM system, enhancing operational efficiency and customer engagement.
- Acquired strong support from stakeholders, ensuring alignment and commitment to the customer engagement strategy.
- Gained executive backing, aligning materials and presentations with broader organisational goals.
The engagement blueprint, acting as a roadmap, outlined improvements, and practical use cases effectively conveyed the upcoming customer experience.
AT A GLANCE
Challenges
- Rising customer expectations within Retail Banking.
- Increased pressure from challenger banks.
- Need for integrated, omni-channel CRM to support wider stakeholder buy-in.
Benefits
- Enhanced alignment with bank objectives.
- Improved stakeholder buy-in.
- Targeted capability enhancements.
