Understanding Customer Experience: A CX Framework

Without a CX framework to organize measurement and optimization, CX teams often miss key omnichannel opportunities.

March 30, 2022 – Most financial institutions today accept the central role of customer experience (CX) in selling products and maintaining the loyalty of their customers. There are several tools in the marketplace that help CX executives assess, measure, and orchestrate these experiences. CX teams need to adopt a consistent CX framework to organize a company’s CX strategy in an ongoing, systematic manner.

This Impact Report presents a framework by which CX teams can catalog, assess, improve, and measure CXs, creating a more informed roadmap for CX improvements over time. Aite-Novarica Group conducted interviews with CIOs, CTOs, marketing departments, CX, and other technology leads at financial institutions and insurance carriers. Conversations with CX vendors also provided insight into market demand for specific types of solutions and capabilities.

This 21-page Impact Report contains four figures and one table. Clients of Aite-Novarica Group’s Customer Experience or Retail Banking & Payments service can download this report and the corresponding charts.

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