The Importance of the Pre- and Post-Customer Experience

Abstract

We had been engaged by a bank in the US who asked us to redesign their loan experience in the branch. For us to be effective it is important that we understand where the experience actually begins and ends. In 95% of cases, we find this is different from where the client originally thinks. This client was no different, they had asked us to consider the experience from the moment the customer walked into the branch, whereas our view was that it started well before and continued well after leaving.