This is a hub and spoke strategy where the design process is centralized with subject matter experts from all areas (departmental spokes) to oversee the implementation of all new and revised strategies, toward maximizing the customer experience. These strategies include; marketing campaigns, product design or modification, technology selection and implementation, process design, facility design, among others. To achieve the best possible customer experience, a company must gather subject matter experts from all key functional areas to collaborate on all customer interaction decisions. This design process is commonly referred to as “Interaction Mapping”.
For example, if a new branch location is being considered, the Experience Architecture (XA) department is contacted to determine everything from the site location to the internal design of the facility. This is necessary to ensure that the customer’s experience is maximized from location convenience, to facility pathway workflow for customers to customer interaction lifecycle while at the location. This is commonly advertised by the most progressive financial institutions in their commercials (i.e., Capital One branches). The XA Department becomes the centralized design center for the company. Much the way an Architect designs for a Real Estate Developer. This design process transcends all aspects of decisioning including marketing campaigns, product design and pricing, technology selection and customization, among others. Firms that utilize this strategy are typically the industry leaders in customer satisfaction (i.e., USAA). Relationship Velocity designed, staffed and trained the USAA Experience Architecture department from ground zero to now a more than 50-person team.
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