Home Loans Made Surprisingly Simple
Money makes the world go round. The saying might be simple, but the reality is that finance, especially the process of finding the ideal home loan, is complicated. People traditionally have a complicated relationship with finance, with many customers distrustful of banks and worried that they don't fully understand the transactions they are making. uno's mission is to flip that model on its head, bringing their digitally confident customers a home loan experience that's easy, simple, and transparent.
Listening to the Voice of the Customer
In order to give uno's customers a home loan experience that assuaged all their doubts and instilled confidence, we first had to find out where they were being let down by other financial providers.
As part of our "outside-in" approach to CX design, we understand the vital importance of listing to the voice of the customer.
In order to collect the essential customer verbatim that are the building blocks of any human-centered CX program, we conducted in-depth customer interviews, competitor reviews, and Net Promoter Score analysis (NPS) with uno clients as they navigated their end-to-end customer journey.
Defining Customer Needs
By listening to the voice of the customer we were able to create a detailed customer journey map that allowed us to articulate critical principles such as "What customers need", "What the service must offer", "How the organization must deliver it" and, most importantly, "How customers want to feel".
Mapping these principles to an end-to-end customer journey enabled uno staff to understand them in granular detail while still being able to visualize them as part of the bigger picture.
Identifying Customer Concerns
Using the customer-driven insight uncovered by our research, we were able to identify five key phases that uno's customer's transitioned through and the potential pain-points they might encounter on that journey.
Having recognised core customer concerns, such as the perceived dishonesty of banks and loan brokers, the burden of form-filling and management of the application, and the customer's need for support and motivation, we were able to work hand-in-hand with uno to create a future journey map that addressed, and eliminated, those issues.
Building Customer Empathy Into the System
By conducting in-depth customer research and building a CX design that blends customer empathy, design thinking, and business strategy, we helped to bridge the gap between uno and their customers, giving them the tools they needed to empower their clients and instilling a customer-centric culture that strives to delight with every customer interaction.
Design That Reduces Cost to Serve
Following the insights Proto uncovered, uno understood their customers needed transparency to increase their confidence and trust in financial decisions. Insights also showed customers could become overwhelmed with choice therefore needed an easy and simple way to compare home loans. As a first step to achieve this goal uno placed the insights at the forefront of their product and service innovation launched a new feature, loanScore™. A free home loan comparison tool to help customers understand the best deal, the options available to them and check offers from other lenders or brokers.
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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