I write a series entitled, ‘CX leaders’ which has included number of CX practitioners. The selection criteria for the interview is simply companies, or CX leads within those organisations who have impressed me with their commitment to a customer-led approach.
I’ve covered a range of sectors, including financial services. There is inspiration to be found from talking with those who are pushing forward with a customer agenda in a world dominated by transactions. As the interviews featured in this FS special show customer experience is a great way to transcend from a customer transaction focus to a customer relationship culture.
Against a backdrop of FCA regulation, historical lack of consumer trust and the arrival of nimble ‘cloud’ inhabiting digital brands, the established FS brands have their work cut out to stay relevant. But as these three interviews show, FS has a lot to gain from an effective CX strategy.
Newcastle Building Society – interview with Stuart Fearn, Head of Customer Contact
Stuart explains how NBS review technology to understand how it helps customers before deciding whether its relevant and valuable to adopt.
“Our priority is to make it easy for our customers to deal with us and to create positive, memorable moments and connections.
Link to the full interview – CX Leaders: Newcastle Building Society
The Bank of Cyprus – interview with Scott Fleming, Chief Customer & Commercial Officer
As his job title suggests, the Bank of Cyprus see customer-led thinking as a key growth imperative. With a customer base spread across branch usage and online banking, BoC’s challenges are familiar to most in retail banking.
Scott highlights the key requirements and support needed to make customer experience a priority focus in a financial organisation, including KPI management and backing from the CEO.
Link to the full interview – CX Leaders: Bank of Cyprus
One Savings Bank – Interview with Stephen Plimmer, Head of Customer Strategy & Insight
I met Stephen at the FSF Marketing Effectiveness Awards where OSB had picked up the CX award we sponsored that year.
Their story is of interest to anyone with a specific product or demographic looking to broaden their reach further.
link to the full interview – CX Leaders: One Savings Bank
These three interviews highlight some of the challenges and solutions financial services brands are dealing with in order to pursue a more sustainable profit from committed and content customers.
If you would like to be, featured in our CX Leaders series please drop me a line.
If you’d like to understand more about the value of CX and how to apply it to your business, email christopherbrooks@lexdengroup.com and we will forward details of how to ‘improve’, ‘prioritise’ and ‘lead’ with CX.
Posted by Christopher Brooks, Lexden – The Customer Experience Practice
lexdengroup.com ¦ +44 1279 902205 ¦ @lexdengroup
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