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Company: Bank of America
Category: Achievement in Customer Training

Nomination Title: Client Care Foundations


Bank of America is focused on serving our clients’ financial needs. To ensure employees are equipped to provide the world-class service clients expect and deserve, it is critical to invest in developing and retaining talent. The Academy, a partnership between the business and Learning and Leadership Development, is the onboarding, training, and development organization that prepares over 80,000 employees in the Consumer Bank, Merrill and Private Bank to confidently serve the needs of our clients.

In 2017, Bank of America created a Client Care Council and a new methodology called Client Care. At this time, overall client satisfaction scores were lower than acceptable. The goal of Client Care is to go beyond a one-time client experience and deliver a level of care that sets us apart from the competition – doing things the right way with integrity and with a laser-like focus on our clients’ best interests.

In 2018, the Client Care council engaged The Academy to develop a learning solution that would educate employees on the evolution of our Client Care culture. In 2019, Client Care Foundations was launched to over 19,000 employees. Just 12 months after the launch, customer satisfaction scores rose to an all-time high.

In January 2019, The Academy, with Kingsmen Software, developed Client Care Foundations by leveraging three key inputs.

1-Client survey feedback guides that described what our clients expect from treatment and service (key drivers that have the highest impact on client satisfaction scores)
2-The Client Care narrative created by the Client Care council
3-Industry expertise to inform best-in-class competencies

The primary learning objectives were to connect the council’s “call to action” with the Client Care strategic evolution, demonstrate the key behaviors that clients say are important to them, and ensure employees will achieve world-class Client Care in all interactions. This training works by putting the learner in the client's shoes, asking them to score the scenarios, and providing a demonstration of what Client Care behaviors look and sound like. By replicating client calls to call centers and visits to financial centers, learners are highly engaged and actively involved every step of the way. By putting employees in our client’s shoes, they can introspect the level of service he/she is providing.

Client Care scores in Consumer and Small Business are on the rise, in part due to the overall Client Care culture that is cultivated within Client Care Foundations. Since Client Care Foundations launched:

-Consumer Client Care scores have risen 100 basis points from Feb ‘19 to Mar ‘20.
-The percentage of financial centers with Client Care scores greater than 90 has increased 20%, indicating our employees are demonstrating Client Care behaviors more consistently and clients are taking notice.

Client Care Foundations was ground-breaking for Bank of America and created a repeatable model that can be used by other groups on other topics, resulting in faster speed-to-market and impact for more programs.

Two primary objectives were created and met in deploying this training:

1. Connect our culture of Client Care, its importance, and demonstrate how we listen to our clients; learners are able to describe Client Care, identify the magnitude of our reach as well as recognize our competition; and lastly, describe how Client Care success is measured through our closed-loop Voices platform, which client-facing employees use to directly receive rating scores and feedback real-time from clients – the platform also enables a closed-loop process to ensure follow up with clients as appropriate from leadership.

2. Identify and demonstrate the key behaviors that clients tell us are important to them; learners are able to identify key behaviors our clients tell us are important to them and demonstrate the key behaviors by selecting the appropriate behavior to be demonstrated in the context of client interactions.

As our Client Care culture continues to evolve, our strategy is to continue to leverage technology to help our employees care for our clients. We are creating a consistent narrative to ensure all employees are speaking to Client Care and what it means to us the same way, every time, no matter the person delivering the message, and Client Care Foundations has educated our employees on this evolution of our Client Care culture.