Bank of America, the financial giant, is drawing on a wide-ranging client listening program that assists the brand’s attempts to deliver best-in-class service to customers.
Holly O’Neill, Bank of America’s chief client care executive and head of consumer client services, discussed this subject at Money20/20, an event held by Ascential, which is also the owner of WARC.
And she reported that the company has 66 million customers – including 38 million digital users, as well as nine million users for its chatbot, and who can visit 4,300 financial centers.
“They interact with us ten billion times a year,” O’Neill said. (For more, read WARC’s in-depth report: How Bank of America delivers best-in-class customer experience.)
Client listening is essential to achieving that goal. One route of pursuing that agenda is via the “Voices” program developed in partnership with customer experience software provider Medallia.
“We have a dashboard around client experience across our 70,000 associates … that gives them real-time feedback around what clients are saying about the experience that they’ve delivered,” O’Neill said.
“And it goes across all of our channels: ATM, mobile, online, financial centers, contact centers. It’s across every single touchpoint.”
Traditional surveys have a key role, with Bank of America sending out over 90 million per year so that customers can provide feedback on their interactions with staff.
“We get back over a million a month. So that’s over a million clients a month giving us feedback on what their experience with us was,” she added.
Digital channels offer a rich seam of insight, too. “We take feedback through social media; we have feedback channels through online banking; and then through our mobile app,” said O’Neill.
In-person listening sessions also have an important contribution to make, with the brand having spoken to hundreds of clients who have provided in-depth, granular insights.
And the findings serve as a “way to get leaders at all levels of our organisation in different groups – from our digital team, from our product team, from our small business team – actually sitting face to face with clients and having a qualitative conversation about what their feedback is and what they want”.
Sourced from WARC