Bank Customer Experience Research
Kinēsis uses multiple inputs in a coordinated fashion to give banks a 360-degree view of the customer experience. Just like tools in a tool box, different research methodologies have different uses for specific needs.
Kinēsis believes in measuring the customer experience with three broad research methodologies, each providing a unique perspective:
Customer surveys and feedback tools (such as social media monitoring and comment tools) provide valuable intelligence into not only customer impressions of the customer experience, but their expectations as well, giving you an expectations-based benchmark from which to make investment decisions into the customer experience.
Employee behaviors directly impact customer impressions and influence customer behavior in either profitable or unprofitable ways. Mystery shopping is an excellent tool to not only monitor and observe sales and service behaviors, but also serves as a strong motivational tool to identify and motivate the sales and service behaviors which drive purchase intent and loyalty.
Frontline employees are the single most underutilized asset in terms of understanding the customer experience. Spending the majority of their time in the bank-customer interface, they offer unique perspective on the customer experience. They know what customers want, how the institution compares to competitors, and how policies, procedures and internal service influence the customer experience.
These research methodologies are employed in concert give managers a 360-degree view of the customer experience.
An understanding of the bank customer interface is critical to managing the customer experience. Best in class customer experience research programs monitor this interface from multiple directions across all channels to form a comprehensive view of the customer experience. Customers and front-line employees are the two stakeholders who interact most commonly with each other in the customer-institution interface. As a result, a best practice in understanding this interface is to monitor it directly from each direction.
Customer Side of the Bank-Customer Interface
Post-transaction surveys gather targeted, event-driven, feedback from customers about specific service encounters. This is valuable insight into not only customer impressions of the experience, but if properly designed, insight into their expectations as well. The result is a learning feedback loop, where customer expectations influence service standards measured through mystery shopping. Thus two different research tools can be used in concert to identify and motivate sales and service behaviors which will yield the most ROI in terms of driving purchase intent and customer loyalty.
Comments and Feedback
Comment tools provide an avenue for customers who want to comment on the experience. These tools are not new (in the past they were the good old fashioned comment card), but with modern Internet-based technology they are an excellent tool to identify at risk customers and mitigate the causes of their dissatisfaction. Additionally, comment tools can be integrated into the post transaction surveys. If common themes develop in customer comments, these themes can be added to the surveys for a more staistically reliable measurement of the issues.
As social media become more and more relevant relative to other external messaging, a social listening system that analyzes and responds to social feedback is increasingly becoming essential.
Bank Side of the Bank-Customer Interface
Mystery shopping is an excellent tool to align sales and service behaviors to the brand. Unlike the various customer feedback tools designed to inform managers about how customers feel about the bank, mystery shopping focuses on the behavioral side of the equation, answering the question: are our employees exhibiting appropriate sales and service behaviors?
Employee surveys often measure employee satisfaction and engagement. However, in terms of understanding the customer experience, a best practice is to move employee surveys beyond employee engagement and to understand what is going on at the customer-employee interface by leveraging employees as a valuable and inexpensive resource of customer experience information.
“Kinēsis delivers a refreshingly simple and user-friendly web publishing system, backed by a professional and responsive team. The feedback serves as a great training tool and the information has had a great impact on our overall customer service achievements.”
- Kim Piotrowski, Columbia Bank