Removing the barriers between the present and the possible.
We worked to align our Client around the fundamental purpose of their product and then used our in-depth customer-focused research to unpack where it was falling down. While many fintech products are complicated, the customer always appreciates simple. So we made it our job to develop a proposition that was both simple and meaningful.
The Challenge
When it comes to putting a new product on the market, communication is critical.
As excellent and innovative as your product or service might be, it won’t have the impact you want if you customers are confused by it. When it comes to the journey, if your customer gets lost, then you’ve lost your customer.
Our Client from the Financial Sector came to us with an incredible financial product that just wasn’t resonating with their customers in the way it should have.
They needed to drill down into exactly how their customer felt about their new offering and erase the disconnect between their product’s benefits and their customers understanding.
Since we specialise in removing the barriers between the present and the possible, we set to work aligning our Client around the fundamental purpose of their product and using our in-depth customer-focused research to unpack where it was falling down.
We create the transparency you need to see eye to eye with your customer
To truly understand why the new product wasn’t the hit with their customer it should have been, we needed to amplify the voice of the customer and really listen to their problems.
Breaking down the barriers between the customer’s current perception of a product and it’s actual values required a deeper understanding of those problems and in-depth customer focussed research is the key to that particular lock.
Our first step was to connect with ten key stakeholders. We work with you, not on you, so taking on their expertise and understanding the current experience from their perspective allowed us to shape our research further.
From there, we conducted a review of social media communication to take on current customer feedback and reviewed over 2000 customer respondents from Net Promoter Research (NPS).
Working hand in hand, we walked through the online and in-store customer experience for ourselves before listening in to 50 customer service calls from New Zealand and Manila to determine significant pain points and opportunities.
Customers always appreciate simple and we make the simple, meaningful
By listening to the voice of the customer, we were able to bridge the gap between how our Client perceived their product, and how their customers did.
We show you what existing data can’t and what our research showed was that six primary challenges areas were preventing our Client’s innovative financial products from having the expected resonance with their customers.
Implicit to many of these challenges areas were confusion and a lack of understanding about the process and features of the product. Overcoming these challenges required understanding the customer current reality, with all its barriers and pain points, and then designing a solution that systematically eliminated them.
While many fintech products are complicated, the customer always appreciates simple, and our job is to make the simplest solution the most meaningful.
When everyone’s on the same page, you can take your growth to the next stage
To build customer empathy into the new service design and align all teams around one message, it was essential to track the customer’s journey, building-in organisation-wide knowledge of customer actions, thoughts and feelings.
By stepping into the shoes of the customer, our Client was empowered to remove the challenge areas we had highlighted and brought home the actual benefits of the product on offer in an easily digestible manner.
We empower your staff with the empathy that drives buy-in.
To remove the barriers between our Client’s people and their customers we incepted a series of Customer Experience Principles that turned the enormous amounts of rich qualitative data and insights extracted from customer research into an actionable roadmap for future success.
We work your way, with an equal focus on customer and business outcomes
We equip companies with the insights they need to grow and the upshot of our partnership with our Client was a 36% decrease in application/signup times and a 42% increase in the number of customers who perceived the new process as “Easier/Much Easier”.
While these advances in customer satisfaction were incredible, we here at Proto believe that flexibility and continued innovation is the key to maintaining the confidence to navigate challenging business environments.
To that end, we put in place Initiative Boards that provided guidance and shared focus to employees at every level, empowering them to communicate quickly and clearly how to move from current to ideal experience by delivering interactions that customers remember as valuable.
There’s always a solution out there, and we’ll find it with you.
Delivering phenomenal outcomes
“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”
Felicity ClarkCustomer Experience ManagerEvery week 5k+ business leaders get three pragmatic and actionable tips to help understand their customers and employees to accelerate business growth.
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