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Aligning Customer Experience and Business Growth
Aligning Customer Experience and Business Growth
at Popular Community Bank North America
at Popular Community Bank North America
Business Need
Popular Community Bank North America had introduced online banking solutions for small business owners, but adoption remained below expectations. A year after launch, many customers were still using personal accounts, limiting the business potential of the new offerings.
I supported the VP of Corporate Treasury Product Management in identifying customer and operational barriers, improving the customer journey, and helping teams increase adoption.
Key Challenges
Customer adoption: Small business owners were often unaware of the available business banking solutions or hesitant to move from familiar personal accounts.
Experience friction: Challenges with application, registration, and authentication created barriers for interested customers, resulting in an estimated $8K in lost opportunity per month.
Internal alignment: Branch staff and relationship teams lacked consistent tools and guidance, while process gaps across departments contributed to application rejections and delays.
Approach
I took a customer-centered, cross-functional approach to uncover barriers, improve processes, and help teams support adoption.
Gather customer and staff insights: Engaged Customer Service, Branch Managers, Product Management, Operations, IT, and Creative Services to understand customer behavior, internal workflows, and pain points across the end-to-end journey.
Map the customer experience: Mapped customer touchpoints and internal processes, creating a visual framework to clarify documentation requirements and improve consistency across sales and service teams.
Strengthen communications and 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 confidence in the digital experience.
Improve feedback quality: Identified and corrected 20 discrepancies between English and Spanish customer surveys, improving the accuracy of customer feedback and the insights used to inform decisions.
Results
Increased business platform enrollments by 150% across five markets, generating $600K in annual revenue.
Reduced friction across the customer journey by improving application workflows, communications, and platform guidance.
Equipped frontline teams with clearer processes, documentation, and training resources to better support small business customers.
Strengthened cross-functional alignment across Product, Operations, IT, Branch, and Customer Service teams.
Key Takeaway
This initiative demonstrated how connecting customer insights with operational improvements and cross-functional collaboration can remove barriers to adoption, improve the customer experience, and deliver measurable business growth.
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