matched them to appropriate agents and products. Information and education, presented in attractive and readable formats, were key platform components meant to build knowledge and confidence amongst clients. Within a year, Guide Investimentos acquired 10,000+ new clients and rev- enues grew 46.2% year-over-year (2015 to 2016). Market share also grew by R$1 billion ($320 million) as measured by assets under management (AUM). By 2016, the bank had 40,000 customers and AUM of more than R$5 billion. Customers were engaging with Guide in new ways: GuideLife, an insurance and private pension plan from the bank, attracted over 1000 clients within two months of being offered. KEY METRICS FOR Moderate improvements in customer experience can generate significant ENGAGEMENT AND LOYALTY value. Customer relationships emerge over time through meaningful interac- tions, which require companies to be just as committed to serving customer needs as they are their own. As competition increases and customer empowerment grows, companies who focus on improving their customer experience can see positive impact to metrics like: • CUSTOMER ACQUISITION • CUSTOMER RETENTION • REVENUE • MARKET SHARE • BRAND EQUITY “In today’s disruptive markets, customer loyalty is more important than almost any other strategic imperative. Companies who take customer experience seriously will thrive, those who don’t risk being left behind.” CO-LEAD OF CUSTOMER EXPERIENCE Geoffrey Schwartz Customer expectations are higher than ever before, so business success is becoming more and on driving engagement more dependent on the ability to meet or exceed those expectations with nearly every interaction. Geoffrey had his business start building an umbrella of e-commerce sites that disrupted the furniture and loyalty retail market. With over 10 years of experience in global innovation, he now helps innovate, design and execute effective business solutions for clients ranging from the Fortune 100 to early-stage startups. BUSINESS VALUE OF DESIGN frogdesign.com | 10