STOP DECIDING BY INSTINCT AND
In order to ﬁx experiences that had upset customers, Region Bank formed a
cross-functional team (made up of key decision makers and their lieutenants).
The group’s ﬁrst mission was to create a detailed and effective system for ranking
The team would need to meet on an ongoing basis to oversee the work they
would then approve.!
Barclaycard created the same type of organization, which has produced a
50% drop in complaint volume and a 28% decrease in customer attrition.!
THE CRM PERSPECTIVE/!
Source: Forrester – The Path to Customer Experience Maturity!