Reinforcing customer centeredness

Mensen op een loopbrug naar het Rabobank hoofdkantoor in Utrecht

Rabobank's marketing department strongly believes in the application of customer journeys thanks to their focus on customers. We introduced new techniques and a standardized approach for service designers in the bank's customer journey teams.

UX at the heart of the organization

Rabobank has long been convinced that customer orientation must be part of its strategy. The bank's state-of-the-art UX Center is located right in the middle of its headquarters in Utrecht. Multi-functional teams have been set up in order to apply a customer journey-based way of working. Rabobank engaged us to strengthen these teams with UX and service design expertise.

Customer focus within each team

At Rabobank, each customer journey team consists of a Customer Journey Owner (responsible for customer journey management within a line of business), data analysts, product and service owners, copywriters, developers and data-driven marketers. In addition, a service designer is present to apply the service design methodology, and ensure that the team puts the customer first.

The agile transition at Rabobank increased client focus and the need to deliver results. The customer experience design team has trained the Agile teams in using service design techniques to realize this ambition.

Gerjan Boer

UX consultant


An even stronger instrument

Our team of service designers helped Rabobank to further roll out the use of customer journeys within the bank by developing services that really focus on the customer. In addition, the best practices for customer journeys at Rabobank were further developed and standardized. All teams now work with these best practices. Within Rabobank, the saying exists that there is 'no innovation without customer journeys'. Therefore they have become an even more powerful instrument within the bank.

In-house competence

During our involvement at Rabobank, the service design team grew from two to fourteen people. With such a large service design internal team, it was at the time a real pioneer within the Netherlands. It also represented a growing trend in service design: The growth of in-house competentcies.