Next Gen CX for Financial Services

July 17-July 19, 2017

Renaissance Boston Waterfront Hotel, Boston, MA


Gina Bhawalkar

Director of Customer Experience Research, VP
Bank of the West
Gina is the Director of CX Research for Digital Channels at Bank of the West where she leads the bank’s primary research, VOC and market intelligence programs. Prior to Bank of the West Gina served as CX Program Manager at Agilent Technologies and AVP of User Experience and Accessibility at Scottrade. At Scottrade Gina started the firm’s journey mapping practice and was thrilled to see this tool used both to drive CX improvements and to design future state experiences. She brought this experience to Bank of the West, leading the bank’s first customer journey map project. She has an MS in Human-Computer Interaction from the Georgia Institute of Technology and undergraduate degrees in Psychology and Computer Science from Trinity University.

Day One: Achieving a Holistic View of Your Customer

9:00 AM KEYNOTE: Mining Voice of the Customer Data to Pin Point Friction in Their Experience

Given the amount of customer touch points in financial services (ATM, phone, in branch, online, mobile), there is a staggering amount of data being collected from your customer at each one. But, none of this data is structured, in fact much of it is unorganized and confusing to your employees. Your challenge then becomes taking this customer data, understanding how it all fits together, and mapping out each customer’s history of interactions and preferences, thereby understanding the end-to-end customer journey and being able to meet them where they prefer to access your services. Join this session to hear more about how financial institutions can be:

• Aggregating all of the data you have collected from surveys, VOC, analytics, call center logs, etc.
• Pulling together a cross-functional team to map the customer journey using this data
• Identifying touch points that are pain points for the customer
• Putting together an action plan or road map to address top issues
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