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Banking on Digital: Integrated experience design

Financial services companies need integrated experience design to differentiate themselves and reorient business operations.


A seamless customer journey may be key for competitive differentiation in the financial services arena, but financial institutions struggle to get this right as big experiential disconnects commonly exist among customers’ in-branch, online and customer contact center experiences.

Integrated experience design is key to creating—and sustaining—seamless customer experiences. It helps financial services companies reduce costs and improve customer loyalty and trust while driving increased sales and growth.

Integrated experience design is one of seven enablers that can help financial services providers renew the customer experience in the digital era.

Find out more: Banking On Digital


Creating seamless experiences across all channels is a complex undertaking for any organization. As such, most financial institutions have yet to fully realize it. Making inroads here requires board-level backing and a range of processes, tools and technologies. Accenture insight reveals that organizations require six disciplines to scale and sustain an integrated experience design:

  1. Customer experience strategy
    Creates a holistic view of the customer experience today and also defines a future vision for that experience.

  2. Customer insights
    Develops a detailed view of customer groups, personas, their insights, needs and usage occasions to inform experience design and translates them into action.

  3. Design practices
    Establishes how the future customer experience vision translates into design across business, marketing and communications touchpoints.

  1. Production
    Translates the experience design language and assets into efficient, large-scale, cross-channel production design, which in turn should allow digital production costs.

  2. Measurement
    Defines the qualitative and quantitative customer experience metrics—overall and for each digital channel—and implements them through a range of customer-centric methodologies.

  3. Program management office (PMO)
    Defines, designs and runs integrated, efficient management processes across all digital customer experience activities, incremental improvements and new initiatives.



Doing what is necessary to embrace integrated experience design is inherently challenging. Considering the potential benefits it can bring, however, making progress here is essential for financial services companies in today’s marketplace.

To see results, organizations must be willing to prioritize and make significant changes, replacing a focus on their operational needs with a strong customer-centered orientation at every turn, across every interaction.