SunTrust Bank: Creating a Purpose-Driven Customer Movement
People have grown leery of big banks. But some are restoring public confidence with customer-driven agendas. SunTrust is one of them. Jeff VanDeVelde, the bank\u2019s head of Customer Experience, discusses banking with authenticity and purpose.\n\nListen to this episode to learn:\n-Why finding SunTrust\u2019s authentic purpose was so crucial in improving the customer experience and delivering on its brand promise\n-How SunTrust took an \u201coutside in\u201d approach to create a customer-centric culture while avoiding some common pitfalls\n-Why having a purpose-driven mission means making some big changes to the customer experience journey, and how companies can start by leveraging authenticity and empathy