Design compelling experiences for financial services

Journey mapping in banking

Customer experience in banking is subject of constant change. By using software to create and visualize your customer journey map for financial services you can make intangible interactions visible over time and understand your customers’ experiences.

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A graphic illustration of a journey map with two person icons, separate cards, and an emotional graph

Journey map example

Banking journey map

In this journey map we look into Paul’s experience of looking for a new bank provider and using it. The example contains a visualization, the emotions that are relevant in the specific situation and how important each situation is to him. Furthermore, we look into which channels he uses for communication and what files are required for the procedure.

Expand example journey map

Improving CX with proficient tools

See how Smaply’s tools enable you to best understand your customers’ experiences in banking

Experience

Journey maps

Journey maps are a great way of “walking in your customer’s shoes”. It’s important to not only consider the steps that you - as an organization - have influence on, but also all the others that might impact the customer’s experience in your financial institution.

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Empathy

Personas

Personas are the first step towards creating a customer-centered mindset within your organization. Empathize with your customers - what’s their aim? What are their needs when looking at a finance provider?

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Context

System maps

Create a common understanding of who is involved in your service. Who needs to be considered when going through an innovation phase? What’s the context of each stakeholder and what is the relationship between them and the customer?

Learn more about the system map editor

Features

Share insights, collect feedback, and present results.

Have your team and stakeholders participate in the journey mapping process. Let others access your maps, let them see your changes in real-time and have discussions on steps.

Multi-user access

Collaborate with your team members on your journey map and share your knowledge and insights with each other.

Comment mode

Pro Plan

Invite others to comment on your journey maps. Have online discussions with geographically dispersed teams.

Multiple personas

Compare the experiences of multiple personas in one journey map. Learn how and why their experiences differs and optimize your service accordingly.

Live share

Basic Plan

Share read-only versions of your maps and let others follow changes your journey map in real-time.

Drag & drop all the things

Rearrange all the elements of the map, such as steps and lanes, by dragging and dropping them into place.

Export

Export maps and personas to high resolution PDF, PowerPoint, Excel and PNG files to print, present and analyze.

Customer centricity

Establish a common customer-centric language across your organization with personas and journey maps.

White labeling

Custom branding and subdomain for a consistent look & feel supports easier adoption across your organization.

Overview multiple agile teams

Using the same cloud-based tool allows you to jump between different zoom levels of journey maps and identify which CX projects support or contradict each other.

Business impact

Many studies show that improving customer experience has a positive impact on customer loyalty, churn, and revenue growth.

Training & coaching

We can train your teams and help you as a sparring partner to scale customer-centricity in your organization.

Standardize journey maps

Increase speed and accessibility of journey maps across your organization. Reuse data from previous CX projects and build on top of previous research.

Get a deeper understanding of CX in finance

Read this article on how journey mapping can help to improve experiences in the financial industry

From our blog

Journey mapping in banking

Like many other sectors, the world of banking is facing persistent pressure to innovate within a society undergoing rapid technological, environmental and social change. Due to these changes, the way we engage with banks and access money isn't the same as it was five years ago. Short: the customer experience in banking has changed – and it's highly likely it won't be the same five years from now into the future.

Author

Cambrian Berry

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