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The client

Unique value proposition is a term thrown around a lot in business. But what does it really mean? A value proposition is a promise of value to be delivered. It’s the reason why a customer would choose your product or service over your competitor’s.

If that seems simple, it's because it is. But crafting a value proposition that's clear, concise and compelling is harder than it looks.

Our Fintech Client needed a way to understand what drives customer satisfaction for e-Conveyancing customers. They also needed to know how to design an experience that will challenge the market.

Proto was able to provide them with an understanding of the customer journey and how to craft a unique value proposition.

The challenge

The process of buying or selling a home is often stressful, time-consuming and confusing.

Our Fintech Client wanted to make the process easier for their customers by providing a simple, efficient and easy-to-use online conveyancing service.

But they needed help understanding what their customers really wanted and how to create a value proposition that would set them apart from their competitors.

The basis for this new value proposition would be superior customer experience, but understanding what customers consider to be actual value is not always obvious.

This is where Proto came in. We were able to provide Our Fintech Client with an understanding of what drives customer experience for e-Conveyancing customers.

Armed with this information, Our Fintech Client was able to create a value proposition that is not only customer-centric but also differentiated from its competitors.

Smarter Value Propositions for organisations that value being smarter

Data is at the core of what we do at Proto. We work with our clients to ensure they have a data-driven understanding of their customers, what they value and how they behave.

This allows organisations to make smarter decisions about their products, services and marketing.

Collecting this data is only half the battle. The other, arguably more important, part is understanding what it all means and how to use it to create a value proposition that is not only customer-centric but also differentiated from its competitors.

Turning data into insights

This was certainly the case for our Fintech Client, a leading provider of e-Conveyancing services in Australia. Proto was engaged to provide an understanding of what drives true differentiation for e-Conveyancing customers.

This would ensure they had a granular and detailed view of the customer journey and how to design an experience that would challenge the market.

The data we collected showed that customers valued convenience, transparency and simplicity when choosing an e-Conveyancing provider.

They also wanted a company that made their lives easier, not just by providing a great product or service, but by going above and beyond to make the process as stress-free as possible.

Our Fintech Client had some great differentiators that we were able to leverage in our insights and recommendations. By understanding what was important to their customers, we were able to help them design an experience that not only met but exceeded customer expectations.

Good experiences are verbs, bad experiences are nouns

One of the primary issues our Fintech Client needed to overcome is the change fatigue that exists in the industry. The poor experience many practitioners had when changing to e-conveyancing from a paper-based system has made potential customers very resistant to change.

By understanding the needs of their customers, Proto was able to help our Fintech Client design an experience that not only met but exceeded customer expectations.

The core of this experience was the right verbs. We designed the user journey and touchpoints around key actions that users needed to take in order to progress through their e-conveyancing transactions.

This meant that we could focus on making sure each action was as simple and straightforward as possible. By doing this, we were able to increase customer satisfaction and decrease the amount of resistance to change.

Thanks to our insights, our Fintech Client has been able to gain a competitive edge in the market by providing its customers with a seamless and stress-free experience.

The benefit of being an enabler

At Proto, we take a holistic approach to understanding our client’s customers. This means going beyond simply mapping out the customer journey to understand the needs and wants of your customers. It also includes understanding their values, motivations, and barriers.

For our Fintech Client, this meant taking a closer look at the entire e-Conveyancing process and understanding how it fits into the lives of their customers. We identified key pain points and areas where customers were getting frustrated. From there, we were able to work with our Fintech Client to design an experience that would challenge the market.

Ease, Control, Transparency and Agility were the key need states that we focused on, and by addressing these, we were able to create a customer experience that truly reflected the our Fintech Client brand.

The result was an e-Conveyancing experience that met the needs of our Fintech Client’s customers at every touchpoint. And most importantly, an experience that drove customer satisfaction and loyalty.