Customer Experience Management in Commonwealth Bank of Australia

Running head: CUSTOMER EXPERIENCE MANAGEMENT
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Customer Experience Management
Name:
Institution:
Date:

CUSTOMER EXPERIENCE MANAGEMENT
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Introduction
The commonwealth bank of Australia (CBA or Commbank) is a multinational based in
Australia but has many other branches in countries in Asia, New Zealand, UK and USA. It
contains retail, insurance, investment, funds management, institutional banking and broking
services. For customer royalty, Companies tend to understand the importance of customer
loyalty and include customer satisfaction in their list of key indicators. One of the most
accurate indicators of the company's future success is the Net Promoter Score (NPS). This is
an indicator of true loyalty, which is calculated as the difference between truly loyal
customers (Promoters) and disloyal (Delorators).
In order to increase your NPS (and, as a result, the likelihood of a long and happy future), it is
necessary first of all to eliminate the problems that create dissatisfaction with the detractors
(Lemon, & Verhoef, 2016).
Requirements Are Unlimited, And Resources Are Limited
In most cases, companies have several sources of information about what their customers
may not like: companies register complaints in the call center, the sellers talk about this, users
leave feedback on social networks. If companies had unlimited human and financial
resources, they would, of course, correct ALL their shortcomings. But there are no limitless
resources.
Levels of Customers

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Corporate customers and Retail customers in CommBank Australia.
Customer Experience Journey
Corporate Customer Experience (E-commerce Experience Map)
As a result, two typical situations arise: