These boots are made for walking…and that’s just what they should do. – But, when it comes to Customer Experience in Financial Institutions, too often there’s a whole lot of talk- and not enough walk. Not to worry! Anne Witherspoon- Chief Client Experience Officer at Texas Capital Bank, and our guest this week on CRMNEXT’s Banking on Experience- has some good advice for making sure your organization is offering the kind of stellar CX your members and customers deserve. What’s covered? · Anne calls it like it is. “Many people think they know best when it comes to what the customer wants…And they talk about how important client experience is, but then they go completely against delivering an effortless experience.” · What Texas Capital Bank (TCB) is all about. In a word: relationship. According to our expert, their focus has- from the very beginning- been on delivering expert guidance, providing true commitment and value to their customers. In other words, they’re walkin’ that walk. · Where many Financial Institutions go wrong. – Anne believes people are generally well-intentioned, but they’re often not intentional. Instead of proactively designing an intentional journey (end to end), they make “reactive decisions” based on their own perspective- instead of looking at it through the eyes of the customer. · The role of Employee Experience. One of the things our guest loves most about client experience is that it’s “a science, but it’s also an art,” with both objective and subjective factors at play. Yes, she loves the data aspect, but also the psychology of it. And giving serious consideration to the employee experience portion is essential. · Prime examples. – Anne shares more details about how TCB is focusing on “the age of the customer,” but also offers up Amazon and Domino’s as examples outside of financial services. Both provide excellent CX, and- in a time where every business is being compared to the very best- it’d be wise to take a page out of their book. (And speaking of books, Anne also recommends “The Effortless Experience” by Matt Dixon, for those looking to up their CX game.) · Setting proper expectations. According to our guest, that’s what it’s all about. Follow through and remain transparent throughout the entire journey, and your expectations will always be aligned. And- as Anne says, “That’s a beautiful thing.” Want to chat with Anne? Reach out via LinkedIn. - You can find this interview, and many more, by subscribing to Banking On Experience Podcast on iTunes. Or find us on SoundCloud, Spotify,