Customer experience (CX) isn’t just about keeping customers happy—it’s a strategic lever for growth. Georgia Banking Company (GBC) is a perfect example. By focusing on service excellence and using customer insights to drive improvements, GBC saw a 315% increase in demand deposits and a 225% growth in total assets.
That kind of growth isn’t luck. It’s the result of a thoughtful approach to CX—one that aligns customer satisfaction with business objectives. Here’s how banks can do the same.
1. Make Service Standards More Than Just Words
Most banks claim to deliver great service, but few define what that actually means. GBC made service excellence part of its culture by establishing clear service standards and ensuring employees were accountable. With leadership support, these expectations weren’t just suggestions—they were core to how the bank operated. GBC partners with Customer Service Profiles (CSP) to measure, track, and analyze customer insights.
What works:
- Define what great service looks like at your bank—make it specific and measurable.
- Reinforce those expectations through training, coaching, and recognition.
- Encourage accountability so that high standards aren’t optional.
Why it matters: When employees understand what’s expected and see that it’s valued, service quality becomes more consistent—and customers notice.
2. Let Customers Guide Your Investments
GBC didn’t assume it knew what customers wanted—it asked. A key takeaway from their consultation with CSP was that customers wanted an easier way to make loan payments. Instead of guessing which digital improvements to prioritize, GBC acted on this insight and launched an online loan payment portal.
What works:
- Regularly collect and analyze customer feedback to identify pain points.
- Prioritize solutions based on impact—what will make the biggest difference for your customers?
- Make sure leadership is engaged in these conversations so that customer insights drive real action.
Why it matters: When you solve the right problems, you build trust and increase customer engagement.
3. Invest in Digital Banking Where It Counts
A smooth digital experience is no longer a nice-to-have—it’s an expectation. GBC used CX insights to refine its online and mobile banking, ensuring the user experience was as seamless as possible.
What works:
- Conduct regular audits of your digital services to identify frustrating friction points.
- Use real customer feedback (not just industry trends) to guide improvements.
- Work closely with technology partners to make digital banking intuitive and reliable.
Why it matters: A seamless digital experience keeps customers engaged and improves operational efficiency.
4. Treat CX as a Growth Driver, Not Just a Support Function
For GBC, CX wasn’t just about improving satisfaction—it directly contributed to business growth. By strengthening service and digital banking, they saw a 23% increase in consumer services per customer and a 36% increase in commercial services per customer.
What works:
- Align CX goals with revenue objectives—look at how better service can drive deposits, cross-selling, and retention.
- Use customer insights to inform product development and marketing strategies.
- Track CX-related metrics (like Net Promoter Score and retention rates) alongside financial performance.
Why it matters: When CX is connected to growth, it becomes a priority—not an afterthought.
5. Use CX to Strengthen Industry Influence
A strong CX strategy doesn’t just improve customer relationships—it can also elevate a bank’s market position. GBC’s commitment to CX helped them build stronger relationships with technology partners, giving them more influence over the development of industry solutions.
What works:
- Use CX insights to provide feedback to core banking and fintech partners.
- Participate in industry discussions to share expertise and shape best practices.
- Position your bank as a leader in customer-driven innovation.
Why it matters: Banks that prioritize CX are seen as forward-thinking and customer-focused, strengthening their reputation and industry standing.
Final Thought: CX as a Competitive Advantage
GBC’s story is proof that CX isn’t just about making banking easier—it’s a critical driver of growth. The banks that thrive in today’s market will be the ones that listen to their customers, act on insights, and make service a core part of their strategy.
The question isn’t whether CX matters. It’s whether your bank is doing enough to turn CX insights into meaningful business results.Looking for a partner to help you get there? CSP works with financial institutions to turn customer insights into action, delivering measurable growth through data-driven CX strategies. Contact CSP today to learn how your bank can leverage customer experience to drive stronger business outcomes.
