1. BANKING CUSTOMER EXPERIENCE Document #1: The State Of Banking Customer Experience

2. Figure 1: Most Banks View Customer Experience As Critical
What role will customer experience -- how your company interacts with customers -- play in your company’s competitiveness over the next three years?
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

3. Figure 2: Banks Want To Sell More products To Customers
Which of the following is the most important component of your company’s customer-facing strategy?
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

4. Figure 3: Banks Don’t Think They’re Meeting Customer Expectations
How often do you think that your company meets or exceeds customer expectations during the following types of interactions?
Selecting new products
Getting service help
Changed from previous version: charts were under the wrong labels.
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

5. Figure 4: Problems Hamper Customer Experiences
Which of the following are significant obstacles to improving the customer experience that your company delivers?
(multiple responses accepted)
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

6. Figure 5: Most Banks Are Not Very Disciplined With Customer Experience
How would you describe your company’s overall approach to customer experience management?
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

7. Figure 6: Bank-wide Customer Experience Efforts
To what extent has your company put in place the following items?
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

8. Figure 7: Size Doesn’t Matter when It Comes To The Importance Of Customer Experience
What role will customer experience -- how your company interacts with customers -- play in your company’s competitiveness over the next three years?
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

9. Figure 8: Large Banks Are More Interested In Customer Acquisition
Which of the following is the most important component of your company’s customer-facing strategy?
Changed from previous version: the data labels were flipped.
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

10. Figure 9: Large Banks Lag In The Branch Experience
How often do you think that your company meets or exceeds customer expectations during the following types of interactions?
(Percentage of firms that answered “always” or “almost always”)
Selecting new products
Getting service help
Changed from previous version: Getting service help/$30B+/In the branch was changed from 65% to 62%.
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

11. Figure 10: Large Banks Lack Cooperation
Which of the following are significant obstacles to improving the customer experience that your company delivers?
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

12. Figure 11: Large Banks Have More Enterprise Customer Experience Efforts
To what extent has your company put in place the following items?
(percentage of firms that are currently doing the activity)
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

13. BANKING CUSTOMER EXPERIENCE Document #2: Banks Lack Experience Based Differentiation Skills

14. Figure 3: Three Principles Of Experience-Based Differentiation

15. Figure 2: Performance on EBD Principle No.1: Focus On Customer Needs
How well do the following statements describe your company?
(percentage that selected either “4” or “5” on a scale from [1] Does not describe my company at all to [5] Describes my company perfectly)
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

16. How well do the following statements describe your company?
Figure 3: Performance on EBD Principle No.2: Reinforce Brand With Every Interaction
How well do the following statements describe your company?
(percentage that selected either “4” or “5” on a scale from [1] Does not describe my company at all to [5] Describes my company perfectly)
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker

17. How well do the following statements describe your company?
Figure 4: Performance on EBD Principle No.3: Make Customer Experience A Competence
How well do the following statements describe your company?
(percentage that selected either “4” or “5” on a scale from [1] Does not describe my company at all to [5] Describes my company perfectly)
Base: 190 North American Banking Executives
Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker