How tech teams are keeping America’s largest bank on a digital course

Laptop opened with Chase Bank logo.


Latest KMPG Census 1,000 Technology executives see growing importance Customer experience In their planning. 46% of respondents cite CX as the primary goal for investing in enterprise technology. This implies an emphasis on direct engagement with CX for technical teams.

This is The role of technologists is increasing in CX is in full swing at Chase Bank, which has structured its organization to increase collaboration between its product, data and analytics, design and technology teams.

“Technologists have an equal seat at the table with their colleagues in product, design, and data and analytics,” he says. Gill HouseChase’s Chief Information Officer: “This system fosters collaboration and encourages the exchange of diverse experiences and perspectives, accelerating decision-making and fueling innovation.”

Further: It’s time for technology teams to find their voice in customer experience

By the second quarter of 2022, Chase has 60.7 million digital active customers — a 7% increase over last year — and 47.4 million mobile active customers — an 11% increase over last year. “We spend a lot of time on user research throughout the development cycle of new products and features,” he says Rohan Amin, chief product officer at Chase. “How our customers use our app and website informs the look and feel of these experiences. On average, our customers log into our app 20 times a month. We’re laser-focused on helping them get the most out of those visits. Whether it’s to pay a bill, set up automatic savings deposits, invest or travel.” to record.”

Amin continues that each of A Chase’s approximately 100 product teams has its “own product, data and analytics, design and innovation, and technology leadership to accelerate decision-making.” “These teams work together daily and are focused on creating beautifully designed customer-centric experiences on our mobile apps and website. By working together in an integrated way, we can see what customer experiences we want to create or improve. The visuals that support what’s needed.”

What kind of skills or training Should technologists keep up or deliver better CX? “Always be curious and open to learning new things throughout your life,” says House. “There is a significant shift in leveraging the latest technologies like machine learning, artificial intelligence and cloud computing to create tools that better address customer needs. But technologists also need to learn about traditional technologies.”

Further: The company has been named as the most desirable workplace of 2022

Bringing technicians closer to customers helps attract talent, Amin adds. “This new structure also drives our recruiting and career development efforts. People want to work in this structure — so it’s one of the many factors that attract talent, including our purpose-driven culture and scale.”

Workplace culture plays a key role in enabling the CX experience, says House: “What many technologists on my team, including myself, want is the ability to have a direct impact on the more than 66 million households we serve in the U.S.…while developing the technology that delivers digital experiences on our apps and website. , helping our customers get the most out of their money is incredibly rewarding.”

House says, “I encourage technologists who want to make an impact in the lives of consumers to find a company that aligns with their values. That’s what we’re hiring for.”

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