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Jake Fowler

How to Take Your Complaints Process From Good to Great

Recorded On: 05/19/2020



Ian Hunt, Chief Customer Officer, Close Brothers
Keeleigh Field, Customer Experience Designer, Close Brothers
Eric Brown, Senior Solutions Consultant, Aptean Respond
Stuart Held, Senior Regional Account Director, Aptean Respond 


As the number of challenges facing retail banks continue to rise, many organizations are committing to improve the customer experience in an effort to differentiate themselves among the competition. With customers at the heart of our business, this approach makes sense, in theory. However, the reality is that organizations often fail to keep the customer at the center of those efforts, leaving their voice unheard.   

Inadequate management of the customer experience stems from failing to capture feedback in an efficient, actionable way and lacking a true understanding of the customer’s expectations. Evidently, there’s no silver bullet. Institutions with the best complaints handling processes find their greatest success when combining empathy with actionable insights. 

In this webinar, we’ll explore best practices for analyzing your customer journeys and discuss purpose-built tools that will ultimately help increase customer loyalty and gain new business. We’ll also hear from a leading retail banking group as they share their journey from a good complaints process to a great one, including how those changes influenced their success.


  1. The true value of creating an excellent customer experience.
  2. Best practices for handling both positive and negative feedback.
  3. Learnings from one leading bank about how they transformed their complaints handling experience.


  1. Learn about the difference between a good complaints process and one that will move your business forward.
  2. Obtain practical tips on how to elevate your complaints handling process.
  3. Hear about an actual bank’s experience with applying these tips and tools.

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Eric Brown

Senior Solutions Consultant, Aptean Respond

For over a decade Eric has been helping Aptean Respond customers extract maximum value from their Respond investment. Eric has seen the complaints management industry evolve over the decade to one that is intrinsic in creating customer advocates, playing a key role in customer experience programs, and ensuring operational efficiency in the complaints and feedback management operation. Today’s complaints and feedback management operations are fundamental in customer recovery, and Eric is passionate about challenging the status quo to ensure representations at all levels within an organization.

Stuart Held

Senior Regional Account Director, Aptean Respond

Stuart is a seasoned sales professional helping to erase the CX pain felt by global and mid-sized companies around the world for more than 20 years. Stuart is passionate about forming long-term business partnerships and collaborations with companies that share his passion for the continuous evolution of the customer experience and, more specifically, managing complaints. Helping customers arrive at the realization that complaints are good…is what gets him out of bed every morning.

Ian Hunt

Chief Customer Officer, Close Brothers

Ian leads a team of experts in insight and analytics, experience strategy, digital design, sales excellence, automation and complaints that work to drive bank transformation. He has 14 years of experience in leading customer strategy, service design, digital and large-scale transformation projects. In 2019, Ian was voted in the top 3 global CX leaders by

Keeleigh Field

Customer Experience Designer, Close Brothers

At Close Bros., Keeleigh delivers continuous improvement projects for bank-wide complaints capability and supports experience design, channel strategies and development of customer segmentation. She has 4 years of experience working in financial services, in both customer experience and operational excellence.


05/19/2020 at 2:00 PM (EDT)   |  60 minutes
05/19/2020 at 2:00 PM (EDT)   |  60 minutes