Customer Journey Mapping for Banks and Credit Unions

To say customer loyalty in retail banking is at an all-time low is an understatement. Successful banks take an honest, inward look at their organizations, stepping into their customers’ shoes and experiencing their own organization through the lens of the customer. This is called the “Customer Journey,” and addressing this journey with a map for your institution is an integral part of staying relevant in an environment filled with distractions.

Customer Journey mapping start with identifying obstacles and breaks in communication continuity, and identifying steps to “speak” to every type of customer, regardless of where they lie on the path to becoming a customer. Through an omnichannel media approach, SourceLink analyzes the current state of the customer’s journey and plots the multi-touch communication and data capture process to optimize customer conversion while building brand affinity.

We’ve worked with large and small banks to optimize the customer journey across key customer touchpoints – from the branch itself to ATMs, websites, call centers and inform synchronized marketing tactics. The journey is about visually understanding the interaction between the bank and the customer and identifying the different “personas” of your customers. After all, with so little differentiation across financial institutions, it is the customer experience that most often separates a bank from its competitors.


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