Banking on the Future with an Enterprise-Wide Customer-Centric Approach

Whether it’s an in-branch, online, mobile, call center, ATM, or drive-through experience, Simmons Bank interacts with thousands of customers every day. To further its quest of being a trusted partner who helps customers navigate life and business, Simmons needed a more robust, holistic understanding of their customers’ omnichannel journeys. It was imperative to capture the voice of the customer, democratize the insights, and act upon feedback (both structured and unstructured) in real time.

A comprehensive program – which included text analytics, digital feedback and web analytics, root cause analysis, and closed-loop feedback – was custom designed for Simmons. Detailed reporting, that is tied to key business and operational metrics, empowers Simmons to address critical gaps and challenges, make informed decisions, and institute positive change.

Results include a 23% increase in feedback volume, a 12+ point NPS increase over two years, and recognition by Newsweek as a “Best Regional Bank and Credit Union” in 2025.  By truly knowing their customers, Simmons Bank is responding with a journey-based approach that enhances their financial well-being and builds long-term trust and loyalty.