CASE STUDY: Driving Customer-Centric Transformation

 

OVERVIEW

A government owned company needed a reliable way to understand and improve their customer experience while facing integration challenges and intense regulatory scrutiny.​

SERVICES PROVIDED BY CROSS 8

Cross 8 utilised their expertise in customer journey analysis and improvement to enhance the customer and colleague experience, ultimately achieving positive business outcomes.

KEY THEMES

  • Understanding and improving customer journeys.
  • Operating in an environment of close regulatory oversight and public scrutiny.
  • Executive-level sponsorship and ownership.
  • Integration and consolidation of companies, customers, systems, processes, and data
  • Improving the customer experience

THE CLIENT

A government-owned company established to manage over £50 billion of UK customer mortgages following the collapse of two major British banks during a global financial crisis.

THE CHALLENGE

Our client had to bring together two separate companies, their customers, colleagues, processes, systems, and data into one coherent entity while managing the rundown of the mortgage book in an environment of close regulatory and public scrutiny. They were focused on the Treating Customers Fairly (TCF) FCA principles, and they needed to find a way to understand and improve their customer experience, in order to increase customer satisfaction.

OUR APPROACH

The Cross 8 team was brought in to scope the work, define the approach, and deliver the capability the client needed to understand and improve their customer journeys. Our team commissioned qualitative and quantitative customer research for all the customer journeys. Understanding customer expectations and perceptions of each journey, allowed the team to establish a framework to monitor and improve the customer experience through their digital interactions. They also re-engineered a portion of the Quality Assurance function to assess the end-to-end customer journey, rather than individual process steps, providing new insight into the true customer experience.

We used a repeatable, three step process which can be applied in any business to achieve the same outcomes:

 

1. Understand and enhance customer journeys

 

  • Map customer journeys – collect data on multi-channel journeys, via online surveys, focus groups, customer interviews, social media monitoring, website analytics
  • Define Moments of Truth (MOT) – identify and prioritise customer touchpoints, confirm elements with significant impact on customers’ perceptions
  • Identify customer pain points
  • Look for opportunities to improve – identify trends, patterns, inconsistencies, and insights related to the customer journey

2. Define and implement key customer reports 

  • Establish quality framework to monitor journey performance 
  • Create CJ dashboards to track customer, regulatory, and operational performance
  • Set up quantitative and qualitative Lead and Lag indicators, e.g. Leading: Digital inc. traffic, conversion, time on site, page views, click-through; Social Media Interactions, inc. likes, shares, comments, mentions (volume and tone); Customer Satisfaction Surveys. Lagging: Customer Retention; Average Order Value; Customer Lifetime Value; NPS.

 3. Embed, control and continuously improve

  • Embed customer journeys fully into the organisation – Senior management commitment to putting the customer at the heart of everything the organisation does; Targets and objectives to recognise improvements in customer journeys; Build cross-function collaboration on journeys, not processes
  • CJ maps & dashboards to be integrated into QA process to ensure performance is met on an ongoing basis
  • Focus Continuous Improvement initiatives / teams on improving end to end journey

BENEFITS OF THIS APPROACH

  • Delivered 6 full Customer Journeys with 40 variants
  • Enhanced the ability for the client to make data-driven decisions
  • Provided a comprehensive view of the customer experience, including valuable insights on the effectiveness of digital interactions with customers
  • Facilitated organisational alignment and ownership of customer outcomes
  • Improved Quality Assurance function with emphasis on assessing the customer experience
  • Reduced potential risks and penalties for non-compliance

Conclusion

The defined customer journeys were adopted and adhered to, and a customer journey performance pack was created by combining process performance data with KPIs, customer research, and Quality Assurance data. This pack was reviewed at the executive level to drive monitoring and improvement of the customer journeys. Despite challenges such as joining different departments together and obtaining end-to-end ownership of the customer journey, the project was successful due to Executive Level Sponsorship that gave colleagues the mandate to own processes and put resources into defining and operating monitoring and improvement.

Colleagues were given ownership of the capability, which was embedded in the organisation. By understanding how customers and colleagues interact and leveraging process, organisation, technology, and data, the client was able to improve the customer and colleague experience and achieve the desired business outcomes.

To learn more about customer journeys, moments of truth, and the tools Cross 8 uses to align end customer expectations with the organization’s goals in our on-demand webinar “Putting The Customer at The Heart of Your Organisation: A Deep Dive into Customer Journeys”. Available here