From a Bank’s Strategic Brief to a Practice-Based Solution by Lead-UP Academy
Research Context
In the current period, the banking industry is witnessing a clear shift from competition based on products and interest rates toward competition driven by Customer Experience (CX). CX is no longer regarded as a supporting activity; it has become a core management capability that directly influences customer lifetime value, customer loyalty, and overall operational effectiveness.
From this practical context, a major commercial bank in Vietnam posed a critical question to Lead-UP Academy: How can a structured CX management system be built—one that is operationally executable, measurable, and scalable across the entire organization?
This article reflects Lead-UP Academy’s R&D perspective in receiving the bank’s brief and designing a CXM solution through a strategic consulting approach combined with organizational capability transfer.
1. The Bank’s Brief: Key “Pain Points” in CX Management
Although CX had been identified as a strategic pillar, the bank continued to face several systemic challenges:
These “pain points” indicate that the bank’s challenge is not merely CX training, but the development of organizational-level CX management capability.
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2. Lead-UP R&D Solution: The Co-Creation Approach and the CX Master Model
Based on the brief, Lead-UP Academy did not approach the engagement as the delivery of a conventional consulting report. Instead, a comprehensive CX capability transfer journey was designed and implemented through five phases:
Phase 1 – Assessment and Positioning
The objective of this phase is to determine the organization’s level of CX readiness and CX development.
To achieve this, the current state of CX is reviewed across six pillars:
Phase 2 – CX Governance Framework Design
A CX operating model is designed with clearly defined roles:
Each role is linked to specific KPIs and evaluation mechanisms to ensure that CX is managed as a formal governance system.
Phase 3 – Design and Redesign of Priority CX Journeys
Guidance is provided on the development of Customer Journey Mapping (CJM) to:
Phase 4 – Practice-Based Training and the “60-Day Action Campaign”
This phase represents the core of the solution. Rather than traditional classroom-based training, Lead-UP implements the CX Master program in combination with real-world action campaigns to:
Phase 5 – Measurement and Capability Transfer
A comprehensive CX Toolkit and implementation handbook are developed to:
3. Breakthrough R&D Highlights
During the solution design process, the R&D team integrated several differentiated elements:
4. Expected Outcomes: CX as a Core Management Capability
The CXM roadmap is designed not only to improve CSAT or NPS scores, but to achieve the following outcomes:
R&D Conclusion
This R&D project demonstrates that CX creates meaningful differentiation only when it is approached as a comprehensive management system rather than a standalone initiative.
Lead-UP Academy’s solution goes beyond model design, focusing on capability transfer—enabling the bank to build a sustainable customer experience ecosystem aligned with its organizational culture and industry-specific characteristics.
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