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Jake Fowler

Are You Customer Experience-Ready? Using CX to Achieve the Ultimate Return on Customer Relationship



  • Jeff Hassemer, Senior Vice President, Marketing, Harland Clarke 
  • Carrie Stapp, Senior Vice President, Product Management, Harland Clarke


Everyone is trying to make sense of customer experience (CX). Harvard Business Review defines CX as “the cumulative impact of your customer’s end-to-end journey with you, the multiple touchpoints over time which create a true competitive advantage to companies that get it right.”

But Harland Clarke thinks CX is more, defined by a belief that CX is a holistic strategy that actually starts at the consumer level — before they become customers — beginning with a consumer’s very first interaction with your brand, wherever and whenever they encounter it.

While it is key to meet and exceed consumer expectations during every interaction and encounter, it is particularly important that financial institutions perform well at the critical “moments of truth” like account openings, change events and other high-emotion customer service encounters, when costly attrition and growth-killing churn are highest.

CX is unlike everything else you measure – it’s not a short-term/today line-item metric or KPI–it’s longer. It’s a lifetime journey across all touchpoints and channels with the potential to provide the ultimate return on customer relationship.



 Financial institutions are making significant investments in technology to improve the user experience. But CX is more than simply providing customers with an online or mobile account-activation solution – it’s about:

  • Brand Reputation Management – Building a process that connects with the consumer before an account is even opened and continue throughout the entire customer journey
  • Eliminating Friction – Delivering a holistic, seamless, customer experience connecting with customers when, where and how it matters
  • Delivering Relevance – Matching the capabilities and services of the financial institution to the needs and expectations of the customers
  • Creating Hyper-Personalized Experiences – Understanding customers as individuals and using customer data to anticipate their needs and create more personalized experiences



Attendees will come away with the following:

  • A unique perspective on the CX phenomenon
  • A deeper and broader understanding of CX
  • Best practices to meet customer expectations during critical “moments of truth”
  • How to measure the “Return on Customer Relationship” to your institution

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Jeff Hassemer

Senior Vice President of Marketing, Harland Clarke

Jeff Hassemer is a Global Marketing executive known for his thought leadership and notable product achievements with technology companies. Over the years, Jeff has developed a series of strategic tools that enable product management organizations to rapidly determine high impact development items that solve crucial business problems. His process covers product inception through go to market efforts to include market led product innovation, customer first product prioritization, high growth pricing strategies and sales empowerment. 

Mr. Hassemer currently serves as Senior Vice President of Marketing for Harland Clarke. Prior to joining Harland Clarke, Mr. Hassemer held other senior-level Marketing positions with notable emerging tech and Fortune 500 companies, including: Experian, Trueffect, Doubleclick, Matchlogic, Entiera, Responsys, ROI Direct, and Customer Insight Company. 

Mr. Hassemer has turned around struggling companies and product lines, been a key participant in M&As, extended powerful technology into international markets; all the while partnering with sales and fulfillment to generate record-levels of revenue, margin and customer satisfaction. Jeff’s innovative approach fuses process with imagination to yield positive outcomes Jeff leads with a “together we win” spirit, and continues to earn the highest-degree of confidence amongst colleagues and clients due to his ability to spot market needs and meet with them with high-quality, high-performance products and services.

A highly skilled professional, Mr. Hassemer has published numerous white-papers and serves as a key-note speaker at multiple industry broadcasts and conferences. He holds a Bachelor of Arts degree in Economics and Business Management with a concentration in Military History from Ripon College; Successful Product Management Certification; Defining the Strategic Leader Certification; and Pricing Strategies in a Competitive Environment Certification.

Carrie Stapp

Senior Vice President, Product Management, Harland Clarke

Carrie Stapp, Senior Vice President, Product Management, is responsible for managing the product lifecycle, from understanding client and consumer needs, assessing industry trends and identifying competitive threats, to realizing strong business opportunities that deliver results.

Carrie is a proven marketing and product leader with more than 20 years of advertising, branding, social marketing, marketing analytics and product development/management experience. Most recently, she served as the Senior Vice President, Director of Marketing for MainSource Financial Group—a $4.6 billion financial services company. During her 19 years at MainSource, Carrie progressively grew her responsibilities while driving strategic initiatives to support the financial institution’s growth and increasing brand awareness and customer retention.

Carrie is a member of the Alpha Omicron Alpha Sorority. She previously served on the Board of Trustees for Decatur County Memorial Hospital as a chairperson for the Risk Committee and member of the Quality Committee. Carrie holds a bachelor’s degree in marketing from Purdue University and is a graduate of the American Bankers Association School of Bank Marketing and Management.


11/14/2019 at 2:00 PM (EST)  |  Recorded On: 11/14/2019
11/14/2019 at 2:00 PM (EST)  |  Recorded On: 11/14/2019 Please click the button to the right to join the webinar.