People have grown leery of big banks. But some are restoring public confidence with customer-driven agendas. SunTrust is one of them. Jeff VanDeVelde, the bank’s head of Customer Experience, discusses banking with authenticity and purpose.

Listen to this episode to learn:

-Why finding SunTrust’s authentic purpose was so crucial in improving the customer experience and delivering on its brand promise

-How SunTrust took an “outside in” approach to create a customer-centric culture while avoiding some common pitfalls

-Why having a purpose-driven mission means making some big changes to the customer experience journey, and how companies can start by leveraging authenticity and empathy