CBA Webinars

CBA Team Contact

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

Have you created an account yet? If you haven't logged in to the CBA registration site before, please click the Create Account button to set up your profile.  This allows the site to recommend programs of interest to you.

Jeff Hassemer

Senior Vice President, Marketing, Harland Clarke

Jeff Hassemer is a global marketing executive known for his thought leadership and notable product achievements with technology companies. 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.

Jeff has been a key participant in M&As, helped deliver powerful technology to international markets, and partnering with sales and fulfillment to generate record-levels of revenue, margin and customer satisfaction. 

 Jeff 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 manages of the product lifecycle for Harland Clarke, 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 experience in advertising, branding, social marketing, marketing analytics and product development/management.

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)   |  60 minutes
11/14/2019 at 2:00 PM (EST)   |  60 minutes Please click the button to the right to join the webinar.