At a glance.
Impact
Industry
Financial Services - retail banking
Capabilities
CX Strategy · Journey Design & Orchestration · Voice of Customer · Service Blueprinting
Challenge
The bank had strong acquisition campaigns, but too many applicants left during onboarding. Internal teams owned separate steps, which created delays, repeated questions and weak visibility.
Approach
Choose mapped the full customer journey across web, app, branch and call center. We combined customer research, operational data and stakeholder workshops to define the points that slowed conversion.
Solution
We redesigned the onboarding flow, simplified key messages and created a shared service blueprint for business and technology teams. A new measurement model tracked progress from first click to active account.
Impact
The pilot reduced application abandonment by [−22%] and improved first-month activation by [+16%]. Customer satisfaction after onboarding rose by [+18 NPS points].
Choose helped us see the customer journey as one business system.Chief Customer Officer, retail bank
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