Univrsity Of Tehran Press Journal of Business Management 2008-5907 17 4 2025 11 22 A Model to Enhance Corporate Customer Experience in Banks: A Thematic Analysis Approach A Model to Enhance Corporate Customer Experience in Banks: A Thematic Analysis Approach 1028 1066 104894 10.22059/jibm.2024.376836.4787 FA Elaheh Baghani PhD Candidate, Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran. 0009-0002-0929-5813 Shaban Elahi Prof., Department of Management, Faculty of Administrative and Economic Sciences, Valiasr University (AJ) Rafsanjan, Rafsanjan, Iran. 0000-0002-1598-4431 Alireza Hassanzadeh Prof., Department of Information Technology Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran. 0000-0003-3015-3019 Ali Rajabzadeh Ghatari Prof., Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran. 0000-0002-8470-3568 Journal Article 2024 05 21 <strong>Objective</strong> Customer experience management is a strategic priority across industries due to the increasing number of touchpoints and the expanding volume of customer data. Banks are equally invested, seeking to improve customer experience to maintain and enhance their position in the industry. They identify and enhance customer interaction points across different channels based on specific corporate customer needs. Corporate customers, with their complex structural nature and distinct transactional and perceptual behaviors, receive less attention compared to individual customers. Therefore, this research seeks to provide a model for enhancing the experience of corporate bank customers. <strong>Methodology</strong> To achieve the research objective, a qualitative approach and qualitative content analysis method were used. In-depth semi-structured interviews were conducted with 14 banking specialists who had comprehensive knowledge of corporate customer data or were in direct contact with corporate customers. The interviews were coded using MaxQDA software. Finally, through open, axial, and selective coding processes on the transcribed interviews, the final model was developed.   <strong>Findings</strong> Analysis of the interviews identified 1,279 open codes, 32 categories, and 9 themes. The results were presented in the form of category and theme tables and the customer experience enhancement model. The model encompasses several key themes, including designing personalized services, recognizing and valuing corporate customers, and managing data for effective customer analysis. It also addresses identifying processes and improving organizational structure, analyzing competitors, economic conditions, and banking policies, and managing the product portfolio. Additionally, the model emphasizes organizational maturity and culture, marketing and advertising management, and the strategic management of corporate customer relationships.   <strong>Conclusion</strong> The content analysis of the interviews led to the formulation of the main components into three layers: the strategic layer, which includes components affecting the organization's overall policies and direction and requires high-level decision-making; the operational layer, which includes components that help implement the organization's strategies and optimize existing processes and structures; and the executive layer, which includes components related to the precise and operational execution of daily processes and customer interactions. The results show that data analysis and accurate customer insights influence all components of the customer experience enhancement model. Therefore, banks should pay special attention to identifying customer data sources and their infrastructure. Additionally, the support of various management layers and the coordination of executive experts are crucial. Implementing this model is expected to enhance corporate customer experience and increase bank profitability. <strong>Objective</strong> Customer experience management is a strategic priority across industries due to the increasing number of touchpoints and the expanding volume of customer data. Banks are equally invested, seeking to improve customer experience to maintain and enhance their position in the industry. They identify and enhance customer interaction points across different channels based on specific corporate customer needs. Corporate customers, with their complex structural nature and distinct transactional and perceptual behaviors, receive less attention compared to individual customers. Therefore, this research seeks to provide a model for enhancing the experience of corporate bank customers. <strong>Methodology</strong> To achieve the research objective, a qualitative approach and qualitative content analysis method were used. In-depth semi-structured interviews were conducted with 14 banking specialists who had comprehensive knowledge of corporate customer data or were in direct contact with corporate customers. The interviews were coded using MaxQDA software. Finally, through open, axial, and selective coding processes on the transcribed interviews, the final model was developed.   <strong>Findings</strong> Analysis of the interviews identified 1,279 open codes, 32 categories, and 9 themes. The results were presented in the form of category and theme tables and the customer experience enhancement model. The model encompasses several key themes, including designing personalized services, recognizing and valuing corporate customers, and managing data for effective customer analysis. It also addresses identifying processes and improving organizational structure, analyzing competitors, economic conditions, and banking policies, and managing the product portfolio. Additionally, the model emphasizes organizational maturity and culture, marketing and advertising management, and the strategic management of corporate customer relationships.   <strong>Conclusion</strong> The content analysis of the interviews led to the formulation of the main components into three layers: the strategic layer, which includes components affecting the organization's overall policies and direction and requires high-level decision-making; the operational layer, which includes components that help implement the organization's strategies and optimize existing processes and structures; and the executive layer, which includes components related to the precise and operational execution of daily processes and customer interactions. The results show that data analysis and accurate customer insights influence all components of the customer experience enhancement model. Therefore, banks should pay special attention to identifying customer data sources and their infrastructure. Additionally, the support of various management layers and the coordination of executive experts are crucial. Implementing this model is expected to enhance corporate customer experience and increase bank profitability. https://jibm.ut.ac.ir/article_104894_25a48c5eb376d96123f15dbdf67eaa39.pdf