Ep. 9 - Where to Start With CX?

Looking to revolutionize Client Experience in Finance and outpace your competition with cutting-edge CX strategies? This power-packed episode of Competitive CX guides listeners through the essential first steps to building a truly client-centric culture in financial services, offering actionable insights for improving client engagement, enhancing client loyalty, and driving user experience in finance to new heights.

Hosts Melanie Aimer, Hamish Taylor and Adam Grainger, who share field-tested frameworks and real-world best practices for launching CX initiatives from the ground up. The discussion dives into building a rock-solid business case for CX, aligning leadership around CX metrics and KPIs, mapping client journeys to pinpoint where value and money are leaking, and using data-driven approaches to turn feedback into strategic improvements. Discover proven client retention strategies, the role of digital transformation in CX, and how understanding client behavior can deliver measurable gains in both revenue and satisfaction.

Whether you’re a CX leader, financial services executive, or just starting out with client experience programs, this episode delivers practical steps for embedding financial services innovation and client-centricity at every level of your organization. Listen now to learn how to set your firm apart and lead the way in financial services client experience!

 

Topics Discussed in this Episode:

• Building the business case for Client Experience in Finance

• Creating alignment with CX Strategies and goals

• Importance of a client-centric culture in financial organizations

• Mapping client journeys to Improve Client Engagement

• Measuring Financial Services Client Experience using metrics and dashboards

Timestamps:

00:00 Building Business Cases with Data

03:35 Improving Client Experience Strategy

09:24 Balanced Client Engagement Strategy

12:33 "Customer-Driven Experience Transformation"

14:34 Creating a Customer Promise

19:44 Optimizing Customer Experience Tools

22:31 "Competitive CX Podcast Recap"

About the Competitive CX Hosts

Hamish Taylor

Hamish Taylor is a world leader in Customer-led Transformations.  A multi-award winning CEO, his career has taken him from Brand Management at Procter and Gamble, Consultancy at PWC and Head of Brands at BA to become CEO of channel tunnel railway Eurostar and CEO of Sainsbury’s Bank – all before he was 40. In each case he left a record of significant growth by challenging the established way of operating and, in particular, by enabling the organisation to place its customers at the core of all activities. More recently, he has taken his “Customer-led Transformation” approach to hundreds of organisations and teams in 48 different countries.   He has also been dubbed the “MasterThief” for his ability to take ideas from one industry or discipline to another.

 

Melanie Aimer

Melanie has over 20 years of financial services experience spanning Capital Markets, Corporate & Investment Banking, Asset Management, Private Bank & Wealth Management with Citibank, BNP Paribas and Barclays.  With her vast multinational corporate Board and Exco level experience, Melanie has an award-winning record of delivering innovative client transformation across the full client and customer value-chain delivering best-in-class services in complex global organizations in a cost-effective agile manner and simplifying front to back processes spanning across people, marketing, data, and digital. 

 

Adam Grainger

After a career leading client experience (CX) transformations for large and medium-sized asset management firms, Adam established Accomplish to translate CX fo