President’s Choice Financial


Client Profile:

With ambitious growth goals, PCF undertook a robust analysis of their business model, channel strategies, and partner network to determine the state of their brand and customer’s overall experience.


Scope of Work:

• Audited and analyzed all PCF customer brand touch points (10) with specific focus on retail, to determine the state of the brand and the experience

• Full re-design of the customer experience with the goal of alignment of customer perception, interaction, and recollection with the PCF brand promise

• An experience toolkit was created including mapping the ideal customer journey, revamped hiring and training processes and practices, and a new operations and service model



• Competitive audit

• Consumer insight

• Brand evaluation & development

• Target profiling and segmentation

• Customer experience mapping


Susan McGibbon