SunTrust Bank: Creating a Purpose-Driven Customer Movement

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People have grown leery of big banks. But some are restoring public confidence with customer-driven agendas. SunTrust is one of them. Jeff VanDeVelde, the bank’s head of Customer Experience, discusses banking with authenticity and purpose.

Listen to this episode to learn:

  • Why finding SunTrust’s authentic purpose was so crucial in improving the customer experience and delivering on its brand promise
  • How SunTrust took an “outside in” approach to create a customer-centric culture while avoiding some common pitfalls
  • Why having a purpose-driven mission means making some big changes to the customer experience journey, and how companies can start by leveraging authenticity and empathy

Learn more about this episode on The Huffington post.