Our client needed to accelerate its shift from traditional to digital banking without alienating customers who rely on their local branch.

The challenge was to build for the future without impacting customer experiences and perceptions of the bank. So where to begin?

Having delivered our clients Voice of the Customer programme since 2016, we’ve heard from over 5 million customers about what matters to them.

Using CX feedback, we explored what matters most in the branch experience and helped our client translate it digitally. We identified the importance of communications, ensuring help is easily available via the website and app, and how to make customers feel valued.

We also showed how online bankers can delight by replicating branch colleagues’ levels of professionalism, knowledge, speed and efficiency.

The bank has been able to become more efficient, reducing its network to 877 branches, down from 1,201 in 2015, whilst increasing numbers of active digital customers by more than 25%. And it’s translated into a positive experience, with bNPS, tNPS and CX measures improving at the same time.

The branch network transformation is one of the many challenges our VoC programme has supported.

Since the COVID-19 pandemic we’ve used customer feedback to understand how to reduce pressure on the frontline, leading to extra communications from the bank to proactively manage customer expectations and improve experiences.