The Fraud division at the bank had previously conducted an enterprise-wide customer discovery initiative to clarify the end-to-end customer experience during a fraud event. Building upon previous foundational customer journey work, the division sought to evolve from fragmented process improvements toward a unified, customer-centered servicing strategy.
Results:
A unified framework and set of strategic recommendations capturing the multi-layered processes, systems, and accountabilities underpinning the customer’s fraud servicing journey.
Project Roles:
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Jordan Kieffer, Service Designer
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Christine Walker, Service Design Lead & Manager
CUSTOMER MOMENTS
10
Customer moments were assess to understand the spectrum of activities that a customer encounters when experiencing fraud within their bank accounts.
INTERACTION TOUCHPOINTS
50+
Many touchpoints were uncovered, that both customers and internal bank employees interacted with, throughout their fraud journey with the bank during a single fraud event.
CAPABILITY INTERVIEWS
3
Discovery was conducted with 10+ enterprise roles across enterprise capabilities, to understand various interconnected accountabilities involved in customer’s fraud experiences.
INTERCONNECTED PROCESSES
40+
Many processes, both manual and automated, were in place that employees needed to comply with as they navigated assisting customers during their fraud experience at the bank.
Phase I: Foundational Discovery (Previously Completed)
The initial initiative focused on establishing a shared understanding of the customer experience and identifying key opportunity areas:
- Customer Journey Discovery – The foundational fraud journey was mapped to capture the customer’s experience during a fraud event.
- Opportunity Spaces Defined – Experience gaps and improvement opportunities were identified and formalized.
- Initial Actions Taken – Various teams launched incremental, siloed process and policy improvements across the enterprise.
Phase II: Approach & Objectives
To build on the initial discovery and accelerate enterprise alignment, Phase II focused on expanding visibility from the customer journey into the operational ecosystem. The objectives included:
- Expand Journey Map into a Current-State Service Blueprint – Integrate customer, employee, and system perspectives to capture the full servicing landscape.
- Align Enterprise Teams & Reduce Siloed Efforts – Establish shared understanding across business units and minimize duplicative improvements.
- Create a Single Source of Truth – Consolidate insights, data, and documentation into a centralized, accessible knowledge base.
- Identify Undocumented Barriers – Surface systemic and operational gaps that impede consistent customer connection and resolution.
Outcome & Impact
This initiative significantly expanded the organization’s understanding of both the customer and operational realities of fraud servicing. The resulting current-state service blueprint provided a holistic view across:
- Processes – Manual and automated workflows across the servicing ecosystem.
- Technology – Core systems and integrations supporting fraud investigation and resolution.
- Touchpoints – Customer-facing and internal interactions across channels.
- Teams – Roles and responsibilities of customer- and non-customer-facing teams.
Three enterprise opportunity areas were identified to drive long-term transformation:
- Centralized Servicing Strategies – Unify fraud handling processes and decisioning frameworks.
- System Integration – Connect data and tools to improve visibility and resolution speed.
- Process Simplification – Streamline workflows to reduce friction and elevate the customer experience.
The expansion from journey mapping to service blueprinting enabled cross-team alignment, operational transparency, and process optimization across the Fraud division. By connecting customer insights with operational design, the initiative simplified fraud servicing for both customers and employees—laying the foundation for a more integrated, efficient, and customer-centered enterprise fraud experience.
