Customer Journey Mapping For Corporate Banking In China

June 23rd, 2021

With contributors:

Frederic Giron , Arnav Gupta , TJ Keitt , Han Bao , Bill Nagel

Summary

While corporate banks recognize the importance of customer centricity, few banks have embedded customer experience (CX) principles into their operating models. Customer journey mapping (CJM) can help CX professionals in corporate banks identify key pain points and bring relevant insights to guide their CX transformation projects or CX improvement practices. This report highlights the importance of journey mapping in corporate banking, the business value it can bring, and its theoretical foundation and provides an example of how CJM uncovers pain points.

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