Why it matters

Customer experience is a key battleground for brands, especially in categories such as financial services, where other forms of differentiation can be difficult to achieve. While almost every brand references this subject as being a priority, not every organizations makes the necessary investment across its operations.


  • Digital experiences and in-person client service must be connected in meaningful ways by brands to ensure a seamless customer experience.
  • Tracking how client-service scores are correlated with business results can help brand custodians demonstrate the importance of this activity.
  • Companies may want to consider creating incentives – financial or otherwise – throughout an organization that are directly connected to delivering excellent customer service.

Bank of America is seeking to deliver impeccable client service across every touchpoint from its call centers to physical branches and its mobile app.