In collaboration with the retail network support team, Crossroad co-created a Customer Delight training track based on scientific research on customer delight and behavior design


“As a banker you can only come up with the right solutions and proposals, when you understand the unique situation of your customer”.

Challenge

KBC is a Belgian bank and insurance with 1601 branch offices and about 10 million customers. Like many banks, KBC is facing a number challenges:

  • The perception of the sector has suffered from the banking crisis which left many costumers feeling sceptical. Churn increases, customer loyalty decreases.
  • Online banking needs -and services- increase exponentially. Many of banking transactions can now be done
    online by clients, from home or via mobile devices and apps. Banks invest in their online presence.
  • “Live” contacts with banking employees decrease. Personal interaction, however less frequent, gains in importance as a way to make a difference in service.

In reaction to these trends, KBC launches a program to create customer delights through personal interactions and to create a “hospitality experience”. The effect is measured through the Net Promoter Score.

Approach

In collaboration with the retail network support team, Crossroad co-created a Customer Delight training track based on scientific research on customer delight and behaviour design.

  • The training track included an inspiration session, a leadership workshop and 3 sprints (half day training sessions) with exercises on leverages on how to create customer delight by working on effort reduction, expectations and empathy. Finally, a consolidation session per team was organized in order to anchor the learnings.
  • The track was piloted with end users (employees and managers).
  • A team of 5 trainers rolled out the track for 1.100 employees and managers in 3 regions and 14 office clusters over a total of 204 sessions.

Results

After 6 months, we achieved results on different aspects:

  • Significant Net Promoter Score increase.
  • Significant business growth increase.
  • Overall appreciation of the training track: useful techniques, interactions with colleagues, training methods.
  • Rollout of the training track (theme “Play to Win”) for all remaining regions is set after a final tuning in collaboration with internal training teams.