The Challenge: Scaling Client-Centricity into an Enterprise-Wide Operating Model
CIBC, a leading North American financial institution, recognized that achieving true client-centricity required more than just collecting data; it required a culture where real-time customer feedback drove strategic decisions at every level, linking satisfaction directly to financial outcomes. While they had a deep dedication to customer experience, they lacked the unified, scalable technology platform necessary to break down data silos and embed the voice of the customer into all facets of the organization—from frontline service to executive strategy and product design. They needed a bold, multi-year roadmap aligned to its purpose of making clients’ ambitions a reality.
The Solution: Creating the Strategic “Listen-Learn-Act” Operating Model with Medallia
CIBC adopted the highly effective “Listen-Learn-Act” customer experience operating model, with Medallia Experience Cloud serving as its cornerstone. This transformation established an enterprise-wide listening program spanning 50+ key customer moments, including analyzing over 20 million contact center call transcripts and 550,000+ survey responses annually. Critically, Medallia’s platform ensured that 100% of frontline leaders were empowered with real-time, localized insights for coaching and immediate problem resolution. Frontline leaders lean on Medallia to spot issues quickly, coach teams, and resolve problems immediately, a crucial step in reducing complaints and boosting client satisfaction. As stated by CIBC leadership, “Our client-focused culture is underpinned by continued investment in our people and technology… This powerful validation shows how deeply we fostered a culture of client centricity.
How It Works: Deploying the Strategic “Listen-Learn-Act” Operating Model with Medallia
The core of the system is the automated, two-speed feedback loop: rapid resolution and strategic redesign. During the Listen phase, Medallia automatically captures and triages all incoming feedback. The Learn phase is activated by sending “closed-loop alerts” instantly to the precise regional or branch manager responsible for the client interaction. This necessitates an immediate coaching and resolution workflow (the Act phase), ensuring negative feedback prompts an action within hours and enabling managers to conduct real-time micro-coaching sessions for targeted skill improvement. On the strategic level, the system flagged recurring friction points, particularly with the youth segment’s account offerings. This led to a dedicated, data-informed redesign of the Smart Start Account, demonstrating how the feedback mechanism is used not just for service recovery, but for profound product innovation that directly drove business growth.
The Impact: Real-Time Empowerment Drives Measurable Success and Growth
The operationalization of feedback delivered swift, measurable results. The bank achieved a notable 12-point increase in its Net Promoter Score (NPS), directly attributed to the immediate coaching and continuous improvements driven by the platform. This CX success translated directly to business performance, driving both higher revenue and more clients: the Smart Start Account was redesigned based on youth feedback, leading to a 25% reduction in complaints and driving an impressive 40% sales growth. Furthermore, CIBC created a scalable, operational process that coordinates and closes the loop with 121,000 customers annually, turning detractors into loyal advocates. Targeted advisor coaching lifted NPS by over 10 points, improving overall satisfaction.
CIBC’s successful partnership with Medallia has transformed its approach from reactive support to a proactive business intelligence engine. By connecting teams with insights and aligning CX across functions, CIBC has broken down silos and created a truly customer-obsessed organization. The consistent focus on listening, acting, and measuring, powered by Medallia, has created an undeniable link between client satisfaction and business performance, solidifying CIBC’s reputation as a market leader in financial services.
