If customer experience is about making each individual contact with the bank pleasing, fulfilling, engaging and possibly even fun, how does the sum of those individual experiences turn into a customer relationship and how can banks build true loyalty in mutually beneficial relationships that move beyond simple bank-customer interactions?
In this webinar we focused on:
The shift from individual experiences (contacts) to a meaningful relationship
The difference between retention (removing reasons why your customers might leave) and loyalty (creating reasons for customers to stay)
What is the difference between creating an experience at a point of contact and creating an experience in the overall relationship with a customer?
What is required to help your customers understand the benefit of consolidating their financial life in one bank?
In this fast-paced and engaging presentation, Michael Ruckman outlined the framework for Experiential Innovation in the banking industry including comments on how to design, build, measure, and manage an experiential banking business. His experience in retail and SME bank transformations from clients in over 30 countries adds to the examples and stories that are included in his presentation.
About Michael Ruckman, President & CEO, Senteo
During his career, Michael has worked both as a banker and as a consultant for retail and SME banks in more than 30 countries. He has delivered a variety of successful projects ranging from business strategy to the launch of fully transformed retail institutions.
Michael is known for his experience in retail bank management, distribution network development, alternative channel rollouts, sales development, alliances and ventures, systems implementation, and corporate culture development. His work portfolio includes large-scale projects for brands such as Abbey National, Alfa-Bank, Atlantico (Millennium BCP), Banco Venezolano, BNP-Paribas, Citibank, ING, Vneshtorgbank, Bank Menatep SPb, Nadra Bank and many others.