Macquarie Bank

Customer Experience training

October 2016 

Senior experience designer



Macquarie Bank
Virtual Advisor Network (VAN)

Launched in March 2011, Macquarie VAN is a unique business community for multi-disciplined advice businesses that have their own Australian Financial Services Licence (AFSL) or are seeking to apply for an AFSL. It is a growth support network, a coordinated program that brings together a community of leading independent advice businesses and provides them with access to the expertise, insight, solutions, peer support and ongoing help to drive growth within their business.

syfte was engaged to run training sessions at the VAN Satellite conference in customer experience and empathy mapping.

We delivered a series of workshops entitled "Design thinking an empathetic client experience".
These sessions emphasised that in a relationship-driven industry, it is more important than ever to create a stand-out client experience. The most successful businesses are succeeding in this space by putting the human at the centre of all design decisions.

Throughout these sessions the practicality of design thinking methodology - including empathy mapping - was discussed, alone with how firms can leverage these tools within their own business to deliver next-level experiences for all stakeholders.

Participants were presented with stimulus material about customer experience and design thinking techniques. They were then given a persona and related interview transcripts to analyse and use as the basis for an empathy mapping exercise. The feedback received on the session was excellent and all participants found it valuable.