Promoting customer experience as a transformational tool and a key competitive differentiator Challenge The client needed to develop an analysis around the necessity of promoting customer experience as a transformational tool within the current competitive environment. Additionally, it sought to identify and prioritize several initiatives aimed at improving customer experience, mainly in order to improve customer- channel interactions. Approach We started with a conceptualization of the current customer experience in the bank, which was followed by the identification of the benefits resulting from investing in customer experience. We then performed a benchmark of initiatives applied in the banking and other industries at a national and an international level. With all the information obtai

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