Scene

The Digital team at Beyond Bank implemented a framework to enhance the overall customer experience throughout the organisation by collecting and organising customer feedback more effectively. However, during the process, it became apparent that different business units were using this feedback in isolation, resulting in a lack of visibility for other teams to utilise.

Mission

Mapping customer feedback touchpoints and determining the best way to collate feedback from different sources.

Journey

Segment customer feedback methods into two groups (initiated by the business and by the customer), then organized into a spreadsheet.
Initiated by Business
Call Centre and Branch verbal feedback
Initiated by Customer
On page Feedback panel
In-App Feedback Form
Website Feedback Form
Internet Banking Feedback Form
Direct Email Customer Feedback Form
App Store Feedback
Product Feedback Websites (eg ProductReview.com.au, Mozo.com.au, etc)
Collated qualitative data and quantitative data to deliver this as a monthly report to business units and upper-level executives.

Challenges

The effort to collate customer feedback from different business units and multiple channels
Unable to use sophisticated tools to manage raw data, adding time to the collation
Confronting negative comments and understanding if they are common or isolated cases

Results

Developed a Customer Feedback Framework that guides each business unit to contribute to improving the customer experience.
Organized feedback into a monthly report for better measurement and benchmarking of KPIs
Prioritised pain points based on the impact on the customer experience and how common the issue is
Led to deep dives to pinpoint issues and improve the user experience