A New Service Vision for Banking, Keynote from Anastasia Vladychynska

If you are joining us for the first time welcome. CX Centric Conversations are conversations centered around business growth through Customer Experience. We are a truly global community with participants representing every continent. Feel free to get in touch to find out about our future events. Please scroll to the bottom to see the full video of this keynote.

This CX Centric Conversation was titled: Framing a new Service Vision for Banking. Anastasia was the keynote speaker for qe4`this event. She is a woman with great experience, she has built a strong legacy, transforming the service vision in banks like Credit Agricole, OTP Bank, DSK Bank, and others. Generally, she splits her time between Ukraine and New York. She is a professor of Service Strategy at one of the most prestigious business schools in Ukraine, Kyiv-Mohyla Business School (KMBS). She is also a professional speaker of the National Speakers Association in New York, a US Certified Customer Experience Consultant and graduate of Disney Institute, and that of the Ritz-Carlton Leadership Center.

Anastasia’s speech was mainly focused on how to unite your employees and C-level, as there always seems to be a large disconnect here. Exuding great confidence, Anastasia started off her speech by narrating her experience with a certain Bank and the reason she had to come to an end with using that bank’s services. She mentioned the importance of an organization mastering the art of balancing digitization with human interaction as both of these are fundamental capabilities for an organization to keep its customers satisfied at all times.

CX Centric Conversations: Anastasia Vladychynska sharing a new perspective

Further on into her speech, Anastasia then defined the service vision. She defined it [Service Vision] as something that unites employees in providing the same levels of internal and external service. She also mentioned the benefits of implementing a service vision:

• Motivates the organization’s employees

• Gives the employees the drive and passion

• Unites all departments in one customer-centric philosophy

Anastasia then mentioned a three-step process for implementing the Service Vision:

1. Mixed sessions for C-Level, mid-level, and front line (Thinking process for all the different verticals of the organization)

2. Asking the question: What’s the ‘Priceless’ in our product?

3. Physically spending a day in a life of a customer (With internal and external clients)

In closing her presentation, Anastasia also spoke at length about some of the ways or rather tools an organization can use to implement the service vision. These include daily short meetings with their employees, asking them what they have done of a recent that lines up with the organization’s service vision, and using service vision to distill daily decisions.  She says such an exercise helps employees realize how their actions have a role in helping the organization achieve its service vision.