Chase 5 Keys Customer Service Program
The Issue
Chase needed a clear, memorable internal framework that could align employees around shared service expectations, performance behaviors, and recognition for employees across roles, locations, and business units.
Idea
Turn customer service expectations into a simple “5 Keys” framework: a set of memorable guideposts employees could understand, repeat, and act on.
My Role
Creative concepting, copywriting, messaging architecture, naming/language development, presentation support, and refinement of the program language.
Results
Helped align service goals, performance guideposts, and recognition across 200,000+ employees.
Introduced the 5 Keys framework as a shared service language in nearly 5,000 branches nationwide.
By connecting customer service to broader outcomes, employees see how daily actions support larger goals.
Created a practical relationship-building framework translating service expectations into actions.
A reference guide helped standardize the look, tone, and use across internal communications.
A screensaver reinforced the 5 Keys message through repeated exposure.