Case Studies

Reinventing The Customer Experience

Chase is part of J.P. Morgan Chase & Co. a leading global financial services firm with assets of $2.1 trillion. The firm is a leader in investment banking, financial services for consumers, small business and commercial banking, financial transaction processing, asset management, and private equity. Clients include corporations, institutional investors & hedge funds.

Challenges

Initiated a new branding campaign across the entire company

Difficulty in implementing the new campaign at the retail branches

Brand experience and brand positioning were incongruent

Missing performance measures to evaluate brand performance within the retail locations

Approach

Identify the core areas that need to be focused on: Branch Operations,
Marketing and Customer Service

Redesigned branch network to connect with ideal customer segments‘

Developed new branch concepts to better target desired customers

Re-organized positions and processes to better align with customer needs within
desired segments

Results

Redesigned branch operations reduced personnel costs by 40%

Created diagnostic tools to measure brand experience perceptions for retail branch customers

Implemented measurement tools to continuously measure processes, roles and performance within each retail branch

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