Think about a great customer experience that you've had recently. What made it great?
Good customer experience is no mistake. From offer to delivery, it is comprised of touch points that add value to the customer, and pave the way for business value. This workshop will equip you with ideas and tools to create empowering customer experiences. It will allow you to identify and design a customer experience project within your organization. We will cover a set of case studies, tools, experiments, and references to inspire participants.
Being a customer-centric organization begins by understanding your customer and designing and delivering solutions according to their needs, wants and behaviors. The workshop will introduce the CGAP Customer Experience Toolkit that guides you through different phases of a customer experience project in your organization.
We will look at common business challenges banks are trying to solve, such as acquisition, retention and expansion, and how an improved customer experience can help to address them. We will demonstrate tools that can help you figure out research and design methods that you can use to focus on the customer. With illustrative case studies we will show how you can plan, take action and make a customer experience project work.
Questions we will address include: Which customers should you target? How do you operationalize customer experience? How do you prototype for best results? What sort of team do you need to be successful?
The workshop includes interactive exercises where participants will be able to run through a strategic and practical customer experience project. This will allow the participants in the room to apply the concepts and tools learned in the workshop and apply it to a specific case.
Focusing on good customer experience teaches us that when we deliver products and services that poor customers will choose and actively use, everybody wins.
The Consultative Group to Assist the Poor, or CGAP, is a global partnership of 24 leading organizations that seek to advance financial inclusion. CGAP develops innovative solutions through practical research and active engagement with financial service providers, policy makers, and funders to enable approaches at scale. Housed at the World Bank, CGAP combines a pragmatic approach to responsible market development with an evidence-based advocacy platform to increase access to the financial services the poor need to improve their lives.