1. 1 Entire contents © 2007 Forrester Research, Inc. All rights reserved. BANKING CUSTOMER EXPERIENCE Document #1: The State Of Banking Customer Experience

2. 2 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 3 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 4 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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? Base: 190 North American Banking Executives Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker Selecting new productsGetting service help Changed from previous version: charts were under the wrong labels.

5. 5 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Figure 4: Problems Hamper Customer Experiences 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 (multiple responses accepted)

6. 6 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 7 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 8 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 9 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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? Base: 190 North American Banking Executives Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker Changed from previous version: the data labels were flipped.

10. 10 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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”) Base: 190 North American Banking Executives Source: Forrester Research Survey On Customer Experience, A Joint Project With American Banker Selecting new productsGetting service help Changed from previous version: Getting service help/$30B+/In the branch was changed from 65% to 62%.

11. 11 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 12 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 13 Entire contents © 2007 Forrester Research, Inc. All rights reserved. BANKING CUSTOMER EXPERIENCE Document #2: Banks Lack Experience Based Differentiation Skills

14. 14 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Figure 3: Three Principles Of Experience-Based Differentiation

15. 15 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 16 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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. 17 Entire contents © 2007 Forrester Research, Inc. All rights reserved. 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