Monday - June 9th, 2014
Concurrent Sessions C

Impacting Business Outcomes: The Evolution of BMO’s Customer Experience Enterprise Feedback Management Program

Join Kristen and Tim as they discuss the launch (and re-launch) of BMO’s Branch-level Customer Experience (CE) program. While at Ipsos, Kristen was embedded in BMO at the start of the program and liked the experience so much that she now oversees all of BMO’s CE / Loyalty research as Director, Customer Experience Insights at BMO.  Tim leads the program for Ipsos, working closely with Kristen on all aspects of this ambitious, transaction-based CE program.

Our session explores the cultural shift that needs to take place as a program like this gains traction at all levels within an organization. We examine how customer feedback informs business understanding at the highest levels within BMO and drives the change necessary for the organization to achieve its vision to be the bank that defines great customer experience. 

Kristen and Tim discuss the closed-loop feedback mechanism with “at risk” customers, delivered via our customized online reporting platform.  We outline our qualitative approach to customer journey mapping and the extensive use of Text Analytics. And, we demonstrate how BMO is linking this external customer feedback with internal data to optimize analytics that inform business decisions and provide a more comprehensive understanding of BMO customers.


Tim McCutcheon

 

Senior Vice President, Ipsos Loyalty

Tim has worked in marketing research for the past eighteen years and is currently a Senior Vice President at Ipsos Loyalty. He has spent the bulk of his career leading Customer Experience Management programs. Through these engagements, Tim has had the opportunity to work with some of Canada’s leading companies, managing large tracking studies, most often in the financial services sector.

Over the past two decades, Tim has presented on many occasions at academic and industry conferences. He was the Chair of the 2013 MRIA National Conference in Niagara Falls.

Tim has an M.A. in Sociology from the University of Western Ontario. While pursuing his PH.D at the University of Waterloo he co-authored two papers in peer-reviewed journals, before deciding on a career in marketing research.

Kristen Korhonen

 

Director, Customer Experience Insights, BMO Financial Group

Kristen is currently Director, Customer Experience Insights with BMO Financial Group.  Prior to this she spent eleven years with Ipsos Reid in their Loyalty practice and started her research career with Marketing and Planning Systems (MaPS), a Boston-based research and consulting firm.  She holds degrees from Boston University (MSc) and Queen's University (BAH).