Aligning Customer Experience and Business Growth

Challenge

• Customer adoption barriers: Small business owners were unaware of available B2B solutions or hesitant to transition from familiar personal accounts.

• Experience friction: Customers interested in the solutions encountered challenges during application, registration, and authentication processes, resulting in an estimated $8K per month in lost opportunity.

• Internal alignment gaps: Branch staff and relationship teams lacked consistent tools and guidance to support customers, while process misalignment across departments contributed to rejected applications and delays.

Approach

Brenda applied a customer-centered, cross-functional approach to identify barriers, improve alignment, and enable adoption:

• Customer & Staff Insights:
  Engaged Customer Service, Branch Managers, Product Managers, Operations, IT, and Creative Services teams to understand customer behaviors, internal workflows, and pain points across the end-to-end journey.

• Experience & Workflow Design:
  Mapped customer touch points and internal processes, creating a visual framework that clarified documentation requirements and improved consistency across sales and service teams.

• Communications & Enablement:
  Partnered with Creative Services and Product teams to develop educational materials and training resources for 800 representatives and customers. Reframed security communications to build trust and improve confidence in the digital experience.

• Quality Improvement:
  Reviewed and corrected 20 discrepancies between English and Spanish customer surveys, improving the accuracy of customer feedback and insights.