In today’s commercial banking landscape, customer experience (CX) is no longer a peripheral concern—it is a central driver of competitive advantage, growth, and customer retention. As digital-first challengers and fintechs set new standards for seamless, personalized service, incumbent banks face mounting pressure to transform their customer journeys. Yet, despite significant investment, many commercial banks struggle to rigorously measure the impact of their CX initiatives and to prioritize investments that drive real business outcomes.
Traditional metrics like Net Promoter Score (NPS) offer a high-level view of customer sentiment but fall short in providing actionable insights that link specific CX improvements to growth, retention, and profitability. To address this gap, Publicis Sapient has developed the Customer Experience Growth Index (CXGX)—a proprietary, data-driven framework designed to help commercial banks measure, benchmark, and prioritize CX investments with precision and confidence.
While NPS and similar metrics have become industry standards, they present several limitations for commercial banks:
As a result, banks often find themselves investing in broad CX initiatives without a clear understanding of which changes will deliver the greatest impact.
The CXGX framework is a breakthrough approach that enables commercial banks to:
At the heart of CXGX is a customer survey framework built around the "Three E’s":
Each customer response is linked to specific touchpoints—such as onboarding, digital channels, live chat, call centers, and branch visits—providing a granular, channel-specific view of the customer journey. This enables banks to pinpoint which interactions are memorable (positively or negatively) and which fall into the "Valley of Meh"—forgettable, unremarkable experiences that neither delight nor disappoint.
CXGX scores are calculated for each touchpoint and aggregated to provide an overall CX score for the bank. These scores are then correlated with key business outcomes, such as:
The result is a robust, predictive link between CX performance and business growth, enabling banks to move beyond intuition and anecdote to data-driven decision-making.
Analysis of CXGX data across leading banks reveals a strong positive correlation between high CXGX scores and:
Banks with the highest CXGX scores consistently outperform peers in acquiring and retaining customers, while those with lower scores see stagnation or decline. This direct link empowers banks to justify and prioritize CX investments based on their proven impact on business performance.
CXGX enables banks to:
For instance, if a bank’s mobile app scores significantly higher than its desktop website, migrating even a small percentage of users to the app can meaningfully boost the overall CXGX score—and, by extension, growth potential.
Commercial banking customers increasingly expect seamless, omnichannel experiences that blend digital convenience with human expertise. CXGX provides the data needed to:
Banks can use CXGX insights to design journeys that are not only efficient but also emotionally resonant—turning routine transactions into memorable, loyalty-building experiences.
To maximize the value of CXGX, commercial banks should:
Publicis Sapient’s CXGX framework is uniquely positioned to help commercial banks:
By adopting CXGX, commercial banks can move from reactive, intuition-driven CX management to a proactive, strategic approach that delivers tangible results—for customers and the bottom line.
Ready to transform your customer experience strategy?
Contact Publicis Sapient to learn how CXGX can help your bank unlock new growth, deepen customer relationships, and lead in the next era of commercial banking.