From customer satisfaction to customer experience: From traditional satisfaction research to customer experience in a hybrid real-time model

Flávia Lage, Marco Antonio Gomes and Karen Russi

Banco do Brasil, an asset management company, designed a series of feedback collection KPIs to offer a personalised customer research experience and improve feedback quality in Brazil.

Customer centricity
Customer experience
Brazil
Net Promoter Score
Response rates & quality
Survey & questionnaire design

Introduction: The digital disruption and the basis for change

The Banco do Brasil and the performance scenario

Banco do Brasil is a 211-year-old institution and one of the five largest banks in the country, with around 5,000 agencies and 68 million individual clients. It is an institution of 97,000 employees, dealing with five major client segments, divided in different mod

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