A large retail bank engaged Optima to respond to rising customer expectations in retail banking. The goal was to define a customer-centric strategy, develop use cases that demonstrated the future customer experience, and build a clear roadmap for omni-channel engagement. Optima partnered with the bank’s Chief Customer Office to deliver a compelling blueprint that secured executive buy-in and set the direction for long-term success.
Context:
Customer expectations in retail banking continue to evolve, with demand for seamless, personalised experiences across all channels. The bank recognised the need to strengthen its customer engagement model but lacked a unified approach and supporting technology to deliver at scale.
To address this, Optima was tasked with building the vision, assessing capability gaps, and developing a prioritised roadmap for implementing a customer-centric strategy and omni-channel CRM solution.
Outcome:
Refined strategy created a clear vision for 1:1 customer engagement
Business case and supporting materials secured executive support for transformation
Capability assessment and use cases provided a structured roadmap to address gaps and deliver tangible improvements
Positioned the bank to deliver a more personalised, customer-centric experience at scale
What we delivered:
Defined personalised engagement strategies across channels in collaboration with the Chief Customer Office
Developed compelling business case materials that secured buy-in from the Executive Committee
Conducted a capability assessment to highlight current strengths, gaps, and future requirements
Created practical use cases to bring the future customer experience to life
Designed a roadmap and prioritisation plan to guide omni-channel CRM implementation
Testimonial: “Our work with the bank was about building clarity and alignment. By defining the vision, demonstrating future use cases, and creating a structured roadmap, we helped secure executive buy-in and set the bank on the path to true 1:1 engagement.”
— Director of Consultancy, Optima Partners
