Chief Customer Experience Officer
United States of America
Aarthi is the recipient of the judges' select Evangelist Award.
When she started as the chief customer experience officer of M&T Bank 18 months ago, Aarthi Murali’s goal was to take the company’s customer-centricity to the next level - delivering not only great experiences, but a significant return on investment.
From the outset, Aarthi identified the need for staff to buy into the new CX vision. This would require a focus on changing organisational culture, including helping the business understand the value of what a customer-centric environment could achieve. She originally initiated this through a two-month CX bootcamp for management, where they were introduced to the new vision, and shown how taking ownership would yield a better CX, and in turn, a return on investment for the company.
Once buy-in was achieved within the management group, they were able to spread the vision within their respective teams, and begin the process of culture change. Aarthi also launched in-house CX campaigns, an ‘end your week with the customer’ series to discuss specific customer problems, and a podcast in which she speaks to leaders across industries about how they’re making life better for customers. The combination of all of these schemes and initiatives, helped to accelerate the exposure and engagement of the new customer-centric company ethos in a short period of time.
Aarthi also identified specific customer experiences that required improvement, and created five customer journey teams to tackle these issues and help deliver better solutions more efficiently. Other CX teams that covered design, strategy, engagement, and Voice of the Customer were also introduced, providing a deeper understanding of customers and their needs.
As well as fostering a new CX culture within the organisation, Aarthi’s work has brought about tangible results for customers and the company. Waiting times are down across business credit applications, the wealth division, wire transfer processes, and the home buying process, while work on the paycheck protection programme has digitised and streamlined the small business loan process during the pandemic - turning CX improvements into revenue.
I’ve been able to ignite the movement of bringing the customer’s voice to the decision-making table. I have led the activation of cross functional teams to build on reimagining the customer experience and the build out of the capabilities that support them. I’ve enabled talent to think and work in new ways and progressed a cultural shift towards a customer-centric organisation.
Aarthi was also the 2021 recipient of the Evangelist award by the judging panel:
“Through initiatives such as month-long CX Bootcamps for senior management, Aarthi was able to gain the buy-in necessary to build momentum for the bank’s customer experience programme, helping executives to learn about CX and how it would help the organisation to drive ROI. This support has helped the team to take ownership across major lines of business and build a platform for CX evolution.”
- CX Leader of the Year judges