BAI Webinar

Creating a Frictionless
Customer Journey

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RECORDED: May 30, 2018
TIME: 1:00 - 2:00 PM CT

With customers having more choices than ever, it’s important to ensure that their experience with your organization results in the right product, at the right time, in the right channel.

Join us for this complimentary BAI webinar to hear insights from senior financial services leaders on the key ingredients for success to creating a frictionless customer experience that can positively impact your business.

You’ll walk away with three key elements that will help define the customer journey.

  • Prioritization in order to deliver a frictionless customer experience, including insights around journey mapping and feedback mechanisms
  • Humanizing the experience – what’s changed with today’s customers and what does that mean for your frontline and the skills needed to meet customers’ expectations
  • Impact of real time data on the customer experience


Linda Morris
Executive Vice President, Branch Banking Executive
PNC Bank

Linda F. Morris is executive vice president of PNC Bank, where she serves as head of retail branch banking, ATM, network planning and retail transformation. Morris is responsible for strategic design, execution and performance of the bank’s 2,400 plus branch network and over 9000 ATMs.

Morris began her career with PNC in 1986 and was promoted to various leadership positions within the organization. Most recently, she held the role of sales and service director for PNC Bank’s retail distribution. In 2009, she became the retail market manager for Chicago and Wisconsin, executing a growth plan that included 40 new branch locations. She also held positions as market manager for the Western Pennsylvania market, and head of Out of Branch Channel for the retail business. From 2004-2008, Morris worked in PNC’s Corporate Bank as a portfolio relationship manager specializing in higher education, healthcare, cultural arts, and large 501(c)(3) clients.

Community service has been a priority throughout her career, including serving as board trustee for the Atlanta Ballet, and previously the Erikson Institute – Chicago IL, Magee Women’s Research Institute and Foundation – Pittsburgh PA, McGuire Memorial – Pittsburgh PA, and Center for Hearing and Deaf Services – Pittsburgh PA.

Morris holds a bachelor’s degree in Finance/Economics from Indiana State University, a master’s from the University of Massachusetts. She also completed the CBA Graduate School of Bank Management at the University of Virginia.

Nicole Lorch
Executive Vice President & Chief Operating Officer
First Internet Bank

Nicole Lorch was appointed Chief Operating Officer of First Internet Bank in January 2017. In her current role, she works across the bank’s business units to advance strategic initiatives and support the bank’s continued growth and expansion. She has direct responsibility for the bank’s retail banking, marketing, IT, compliance and HR functions.

Throughout her tenure at First Internet Bank, Ms. Lorch has influenced product development, customer acquisition and strategic communications. She joined the bank as Director of Marketing in 1999, one week before First Internet Bank was launched. She served as the Bank’s Vice President, Marketing & Technology from 2003-2011 and Senior Vice President, Retail Banking from 2011-2017. At various times, she also served as the bank’s Community Reinvestment Act (CRA) officer, information security officer and business continuity chairperson.

In recognition of her professional accomplishments and community contribution, the Indianapolis Business Journal recognized Ms. Lorch as a Woman of Influence in November 2017. The IBJ honors women in Central Indiana for their professional excellence, leadership, vision, community service, and mentoring.

Ms. Lorch earned a bachelor's degree from DePauw University and an MBA from Indiana University Kelley School of Business. She is also a 2015 graduate of the CBA Executive Banking School. She lives in central Indiana with her husband and their daughter.

Marty Jackson
Senior Principal Strategic Business Consultant

Marty Jackson is a Senior Principal Strategic Business consultant at Genesys, focused on driving customer experience transformation thought leadership across all industries. Marty is responsible for analyzing complex customer experience environments, providing feedback on current status and making recommendations for leveraging customer experience to drive strategic business objectives.

Marty Jackson brings two decades of experience in software leadership, marketing and product creation. He has helped organizations create, develop and establish major revenue solutions in IT ranging from modeling, monitoring, and ITSM and change/config solutions that became well-known, innovative and market leaders in their respective categories. Before joining Genesys, Marty most recently reported directly to the CTO of an Incident Management software organization overseeing special projects such as product strategy, new market opportunities, analyst relationships and thought leadership activities.

Having three kids of his own, helping other children has always been important to Marty. He volunteers for organizations to help provide food for school age children and coaches in multiple sports for both young men and women.

Marty holds a bachelor’s degree in Marketing from Auburn University. He has multiple certifications in ITIL, Product Management and other related categories.