Mapping the customer journey

Introduction

The financial services industry is in a state of transformation. Disruptors like FinTech companies and other non-traditional competitors are forcing banks to evolve their products and services, and to improve customer experience.

This is the story of one bank, which found a practical tool to help them navigate their customer centric transformation.

Read on to discover how they used customer journey mapping to discover key insights about their business, and to identify opportunities to improve customer experience.

Lisa, VP at the bank

Ms. VP is a dynamic leader with a track record of bringing about large-scale, highly complex transformations. She’s on a mission to make sure the organization remains relevant in the experience economy by improving the customer experience. Can she find the resources she needs?

Matt, director of customer experience

He’s motivated by bringing humanity back into business, and is excited to help Ms. VP find new ways to improve customer experience. How will he use customer journey mapping to put his company on the path to a customer centric transformation?

Ana, Valtech’s top customer experience expert

She’s a troublemaker -- in a good way. She loves parachuting into new business environments to help stakeholders collaborate to improve the customer experience provided by their organization. Will she be able to help Matt make a difference?