• Skip to main content
  • Skip to primary sidebar
  • Skip to footer
QuestionPro

QuestionPro

questionpro logo
  • Products
    survey software iconSurvey softwareEasy to use and accessible for everyone. Design, send and analyze online surveys.research edition iconResearch SuiteA suite of enterprise-grade research tools for market research professionals.CX iconCustomer ExperienceExperiences change the world. Deliver the best with our CX management software.WF iconEmployee ExperienceCreate the best employee experience and act on real-time data from end to end.
  • Solutions
    IndustriesGamingAutomotiveSports and eventsEducationGovernment
    Travel & HospitalityFinancial ServicesHealthcareCannabisTechnology
    Use CaseAskWhyCommunitiesAudienceContactless surveysMobile
    LivePollsMember ExperienceGDPRPositive People Science360 Feedback Surveys
  • Resources
    BlogeBooksSurvey TemplatesCase StudiesTrainingHelp center
  • Features
  • Pricing
Language
  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))
Call Us
+1 800 531 0228 +1 (647) 956-1242 +52 999 402 4079 +49 301 663 5782 +44 20 3650 3166 +81-3-6869-1954 +61 2 8074 5080 +971 529 852 540
Log In Log In
SIGN UP FREE

Home CX

Bank of America Customer Experience: Enhancing The Banking Journey

Today we will explore the Bank of America Customer Experience, what we can learn from it and how to improve our our customer experience.

In the banking sector, customer experience holds an unparalleled level of importance in many other industries. It’s no surprise that leading global banks place special emphasis on maintaining customer satisfaction. In today’s article, we will explore the innovative initiatives and ideas from one of the world’s most prominent banks: The Bank of America customer experience.

Bank of America is dedicated to delivering a seamless and user-centric customer experience through a combination of digital innovation, comprehensive services, and a steadfast commitment to security and customer support. This commitment has resulted in the brand’s national positioning.

The Significance of Customer Experience in Banking

Customer experience (CX) refers to a customer’s holistic perception of a brand, shaped by their interactions and engagements throughout their journey. In the banking industry, this encompasses every touchpoint, from a potential customer’s first visit to the bank’s website to post-service interactions and support at a branch.

A positive CX ensures that every step of this journey is efficient and leaves a lasting positive impression. To ensure this, financial institutions utilize various initiatives and methodologies, with one of the most crucial and popular being the use of customer journey maps.

What is a Customer Journey Map?

A customer journey map is a visual representation that illustrates all the significant points of interaction that users have with a company or organization. This map typically covers the entire journey from the initial awareness stage to post-purchase interactions. Moreover, it often integrates additional information to reflect the situation at each touchpoint or stage of the journey, providing a broader and more realistic view of customer satisfaction levels at each stage.

Usually, these maps are divided into 5 or 6 stages:

  1. Awareness: When customers first become aware of the company or its products/services.
  2. Consideration: The phase in which customers research and evaluate offerings.
  3. Purchase: The actual buying decision and transaction.
  4. Experience: Customers’ interactions with the product/service and the company’s support.
  5. Loyalty: Continued engagement and potential repeat purchases.
  6. Advocacy: Customers becoming promoters and recommending the brand to others.

Each of these stages contains its own touchpoints, actions, and scoring, allowing us to discover, among other things, the strengths and weaknesses of our customer experience strategy.

Utilizing and understanding such tools enables companies across all industries to get closer to how their users perceive their services, address eventualities, and improve to provide a better experience. This, in turn, allows them to enjoy the benefits of having a solid base of happy and satisfied customers.

Example of a Customer Journey Map in Banking: The Bank of America Case

To better illustrate what a customer journey map looks like in the banking industry, we have created this example based on one of the world’s top banks, Bank of America.

In crafting this map, we’ve taken some of the common touchpoints within the industry and also included initiatives that have made Bank of America a standout player in its field in terms of delivering exceptional experiences.

Customer Journey Map Bank of America

Stage 01: AWARENESS

TouchpointActivityPain PointSolution
AdvertisingProspective customers see Bank of America ads on social media and traditional advertising.Lack of awareness about Bank of America’s services.Run more campaigns.
Social Media EngagementProspective customers engage with Bank of America on social media.Limited knowledge about available banking options.Maintain active and informative social media presence.
ReferralsProspective customers hear about Bank of America from friends or family.Lack of personal recommendations.Encourage satisfied customers to refer others.
Financial Education EventsProspective customers attend Bank of America’s financial education events.Lack of understanding about financial topics.Host informative events to educate customers.
Review SitesProspective customers read reviews and testimonials about Bank of America.Uncertainty about the quality of services.Showcase positive customer experiences and reviews.

Stage 02: CONSIDERATION

TouchpointActivityPain PointSolution
WebsiteCustomers explore Bank of America’s website for services.Confusion about available products and features.Design a user-friendly website with clear information.
Mobile AppCustomers download and explore Bank of America’s mobile app.Difficulty navigating the app or finding features.Develop an intuitive and functional mobile app.
Customer ReviewsCustomers read reviews and testimonials about Bank of America.Uncertainty about the quality of services.Showcase positive customer experiences and reviews.
Comparing OffersCustomers compare Bank of America’s offerings with other banks.Concerns about fees, rates, and benefits.Highlight competitive advantages and benefits.

Stage 03: PURCHASE

TouchpointActivityPain PointSolution
Opening an AccountCustomers open a new account with Bank of America.Lengthy and complicated account opening process.Streamline account opening procedures and paperwork.
Applying for a LoanCustomers apply for loans or credit with Bank of America.Uncertainty about loan terms and approval process.Offer clear loan options and transparent terms.
Credit Card ApplicationCustomers apply for Bank of America credit cards.Confusion about rewards, fees, and eligibility.Provide easy-to-understand credit card details.
In-Person Branch VisitCustomers visit a Bank of America branch for assistance.Long wait times or lack of personalized attention.Improve branch service efficiency and customer experience.
Online Account SetupCustomers set up and personalize their online banking accounts.Difficulty navigating online banking features.Create user-friendly online account setup process.

Stage 04: USAGE

TouchpointActivityPain PointSolution
Online BankingCustomers use Bank of America’s online banking platform.Complexity in navigating online banking features.Provide clear tutorials and guides for online banking.
Mobile App UsageCustomers use Bank of America’s mobile app for transactions.Challenges in performing tasks via the app.Enhance mobile app functionality and user experience.
ATM TransactionsCustomers use Bank of America ATMs for withdrawals and deposits.Limited accessibility to ATMs or high fees.Expand ATM network and offer fee-free options.
Customer SupportCustomers contact Bank of America for assistance.Frustration with unhelpful or slow customer support.Enhance customer support with knowledgeable agents.

Stage 05: LOYALTY

TouchpointActivityPain PointSolution
Loyalty ProgramsCustomers enroll in Bank of America’s loyalty programs.Unclear benefits or rewards of loyalty programs.Clearly communicate the advantages of loyalty programs.
Personalized OffersCustomers receive personalized offers from Bank of America.Receiving irrelevant or uninteresting offers.Tailor offers based on customer preferences and behavior.
Regular TransactionsCustomers continue to use Bank of America for routine transactions.Unsatisfactory banking experience.Continuously improve and streamline banking processes.
Mobile BankingCustomers rely on Bank of America’s mobile app for daily banking.Technical issues or lack of functionality.Ensure seamless and reliable mobile banking services.

Stage 06: ADVOCACY

TouchpointActivityPain PointSolution
Customer ReferralsCustomers refer friends and family to Bank of America.Lack of incentives for referrals.Reward customers for successful referrals.
Online ReviewsCustomers leave positive online reviews about Bank of America.Limited number of positive reviews.Encourage satisfied customers to share their experiences.
Social Media EngagementCustomers engage with Bank of America on social media.Lack of engagement and interaction.Foster active and meaningful social media interactions.

What Sets Bank of America Apart from Other Banks?

When it comes to creating exceptional experiences and providing top-notch service, Bank of America stands out due to its innovative initiatives driven by its customer-centric approach.

Mobile & Online Banking

In a rapidly changing world, the mobile experience plays a pivotal role. With this in mind, Bank of America has launched a comprehensive digital ecosystem where users can perform core operations in one place with remarkable UX/UI. Some of the operations users can carry out include:

  • Managing accounts
  • Making payments and transfers
  • Budgeting and tracking
  • Banking securely

BankAmeriDeals®

Bank of America is always seeking ways to provide more benefits to its account holders. That’s why they created BankAmeriDeals®, allowing users to earn cashback rewards when purchasing at various stores, restaurants, and other businesses. In the mobile app, users can find exclusive offers and promotions that grant them access to these benefits, giving them more value for using their credit or debit cards.

Online Appointments

In addition to the traditional experience of visiting a branch and speaking with an agent in person, Bank of America offers the convenience of scheduling appointments online. Scheduling an appointment saves users time and maximizes their interactions with the organization. By arranging an appointment, customers can:

  • Engage with a dedicated specialist at a convenient time, eliminating the need to wait in lines.
  • Provide an agenda in advance, enabling the organization to prepare adequately.
  • Ensure the availability of a knowledgeable specialist at the financial center who can expertly address their queries.

Start Enhancing Your Customer Experience!

The impressive efforts and ideas of Bank of America serve as a great source of inspiration and motivation for anyone wishing to keep their customers satisfied and provide them with memorable experiences that make their lives easier. If you’re looking to implement similar initiatives, here are some final pointers on how to achieve it.

QuestionPro SuiteCX: By now, you likely understand the importance and potential of a robust customer journey map in banking. Implementing this methodology can be straightforward with the right tools. That’s where QuestionPro SuiteCX comes in – a customer journey mapping software that enables you to create your first map with just a few clicks and enrich it with valuable data to uncover areas of opportunity within your company.

LEARN MORE

QuestionPro CX: Our customer experience management platform has positioned itself in the market as one of the most powerful and robust solutions. With it, you can not only conduct surveys and gather feedback at every touchpoint but also harness advanced analytics and powerful features to delve into the minds of your consumers.

       

SHARE THIS ARTICLE:

About the author
Aldrin Velázquez
Head of SEO at QuestionPro. Content Creator, Digital Marketing and SEO Specialist focusing on Organic Business Growth.
View all posts by Aldrin Velázquez

Primary Sidebar

Take full control of your customer journey

Make immediate business actions with our CX management platform

Learn more

RELATED ARTICLES

HubSpot - QuestionPro Integration

Sources of Data: What They Are, Types & Examples

Jul 27,2022

HubSpot - QuestionPro Integration

Data Lake: What it Is & How to Take Advantage of It

Nov 03,2022

HubSpot - QuestionPro Integration

Best 7 Gap Analysis Tools to Empower Your Business in 2025

Apr 25,2024

BROWSE BY CATEGORY

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

Footer

MORE LIKE THIS

ken tcxt

Experience – What’s Included? | Tuesday CX Toughts

May 20, 2025

artificial-data

What is Artificial Data & How It’s Shaping Research

May 20, 2025

wells-fargo-nps-2025

Wells Fargo NPS 2025: What Businesses Can Learn

May 19, 2025

word-cloud

Word Cloud: What it is & How to Use QuestionPro Word Cloud?

May 16, 2025

Other categories

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

questionpro-logo-nw
Help center Live Chat SIGN UP FREE
  • Sample questions
  • Sample reports
  • Survey logic
  • Branding
  • Integrations
  • Professional services
  • Security
  • Survey Software
  • Customer Experience
  • Workforce
  • Communities
  • Audience
  • Polls Explore the QuestionPro Poll Software - The World's leading Online Poll Maker & Creator. Create online polls, distribute them using email and multiple other options and start analyzing poll results.
  • Research Edition
  • LivePolls
  • InsightsHub
  • Blog
  • Articles
  • eBooks
  • Survey Templates
  • Case Studies
  • Training
  • Webinars
  • All Plans
  • Nonprofit
  • Academic
  • Qualtrics Alternative Explore the list of features that QuestionPro has compared to Qualtrics and learn how you can get more, for less.
  • SurveyMonkey Alternative
  • VisionCritical Alternative
  • Medallia Alternative
  • Likert Scale Complete Likert Scale Questions, Examples and Surveys for 5, 7 and 9 point scales. Learn everything about Likert Scale with corresponding example for each question and survey demonstrations.
  • Conjoint Analysis
  • Net Promoter Score (NPS) Learn everything about Net Promoter Score (NPS) and the Net Promoter Question. Get a clear view on the universal Net Promoter Score Formula, how to undertake Net Promoter Score Calculation followed by a simple Net Promoter Score Example.
  • Offline Surveys
  • Customer Satisfaction Surveys
  • Employee Survey Software Employee survey software & tool to create, send and analyze employee surveys. Get real-time analysis for employee satisfaction, engagement, work culture and map your employee experience from onboarding to exit!
  • Market Research Survey Software Real-time, automated and advanced market research survey software & tool to create surveys, collect data and analyze results for actionable market insights.
  • GDPR & EU Compliance
  • Employee Experience
  • Customer Journey
  • Synthetic Data
  • About us
  • Executive Team
  • In the news
  • Testimonials
  • Advisory Board
  • Careers
  • Brand
  • Media Kit
  • Contact Us

QuestionPro in your language

  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))

Awards & certificates

  • survey-leader-asia-leader-2023
  • survey-leader-asiapacific-leader-2023
  • survey-leader-enterprise-leader-2023
  • survey-leader-europe-leader-2023
  • survey-leader-latinamerica-leader-2023
  • survey-leader-leader-2023
  • survey-leader-middleeast-leader-2023
  • survey-leader-mid-market-leader-2023
  • survey-leader-small-business-leader-2023
  • survey-leader-unitedkingdom-leader-2023
  • survey-momentumleader-leader-2023
  • bbb-acredited
The Experience Journal

Find innovative ideas about Experience Management from the experts

  • © 2022 QuestionPro Survey Software | +1 (800) 531 0228
  • Sitemap
  • Privacy Statement
  • Terms of Use