The author works together with the strategy and design agency Pibiri & Reich. They would like to find out where they can support banks in their customer experience endeavours. Therefore, the following research questions have been defined. Why do banks seek assistance from external customer experience experts? Where could an agency such as Pibiri & Reich assist banks in their customer experience project? What are the requirements future services should encompass? The research questions should uncover where banks encounter difficulties in designing and improving the customer experience.

First, the author conducts a literature review of relevant topics in customer experience. The literature review is written in a comprehensible style and should provide the reader with the chance to gain a first introduction into the theories, methods and approaches in CX. A CEM Framework is introduced, which can be applied to a variety of different businesses. Summaries of case studies show the first challenges and possible solutions. Second, the author conducts expert interviews in order to find out where banks in the German-speaking part of Switzerland encounter challenges.

The author analyses the interviews of seven banks separately along a CX operating model put forward by Deloitte. This provides Pibiri & Reich with seven business cases and an analysis of them. The interviews provide the basis for recommendations for future services. Among which are an anchoring concept, maturity assessment of Customer Journeys and Personas as well as a KPI management dashboard. The interviews are transcribed word by word, in order to enable Pibiri & Reich to follow the authors' conclusions and come up with their own approaches.