Our world is made up of needs and expectations. Needs can be expressed as different things: food, things, a bank product, information, etc. Expectations are our idea of how these things will be interacted with.
Remember how disappointed you were when you looked at a dish that was completely different from your "profile picture" on the menu. Or you bought a video game after seeing clips between scenes, but the gameplay didn't match what you'd seen before at all. What was your overall impression of the restaurant or game producer afterwards?
Failed expectations exert a negative impact on customer experience, which in turn may be the reason why a particular user/customer may never return again.
In today's business world, competition has reached a point where the price/quality correlation paradigm is no longer enough for customers to choose. Customer experience has begun to play a significant role. And in order to improve it, you need to meet their expectations, which means hearing from the customer! The customer has the greatest interest in ensuring that your product strives for perfection.
What’s more, customer experience is going digital. Not only are the standards of communication with customers being transformed, but also the technology of collecting feedback and data analytics. Thus, speed of interaction becomes a decisive factor in the battle for customers!
In light of this new understanding, the Voice of the Customer, now so popular, was born.
Voice of the Customer is a method of researching the expectations and needs of users. Companies utilize it to understand customer needs for products and services. This process covers everything users say and write about the business and helps bridge the gap between expectations and the actual experience of interacting with the company.
This approach was no exception for one of our bank clients. One of the bank's key principles, enshrined in the bank's coordinate system, is the principle that states: "Wherever we can get feedback from customers, we strive to get it. Digital technology has made this possible". Such technology in the bank is the VOC platform – their own (in-house) high-tech development, which allows them to request customer ratings in real-time on the client’s interaction with an employee in any channel, or the use of a bank product. This technology won the CX WORLD AWARDS Award for Excellence in Customer Experience Management in the category.
Project overview Tracking the effectiveness of the customer experience is impossible without reporting. After creating an interactive dashboard in Tableau, the logical step was to collect feedback from internal customers who are dashboard users.
We at T1A, together with our colleagues, conducted a study of user scenarios that users follow while working with the dashboard.
Best practices in data visualization and a dashboard design system developed specifically for the bank were added to the results of the study.
Thanks to the thoughtful design of the dashboard, employees of the Customer Experience Department and the entire bank are able to quickly analyze customer data, find points of growth for the business and comfortably interact with the dashboard interface.
The number of unique dashboard users in the month before the launch of the new version of the dashboard was about 150 people.
We had some important tasks to deal with:
To fit all the key indicators and cuts on one sheet into the height of the laptop screen without scrolling (all info had to be above the fold)
To leave the option to filter data and instantly see the result of filtering
To select types of visualizations that fully answer the data questions
To align the visual components of the dashboard with the dashboard design system in order to maintain a uniform visual identity of Tableau reports created within the bank.
As a result, we succeeded in all the goals we set for this project. The average number of users of the new dashboard has risen to 2,000 in 2021, which means the new product is more user-friendly and the user experience is better.
Ekaterina Blagireva, Data Visualization Architect, T1A: As a designer, I feel a great sense of joy and reward when I see my ideas and those of my team come to fruition. The role of the designer is to handle the details passionately, solving many creative problems in the process. It's an iterative process that requires input from a team with a wide range of expertise. For me, feedback from users is the key evaluation criterion, since in every product the Voice of the Customer must be heard and taken into account.
The bank's feedback: As analysts, we have always been more accustomed to working with tables, databases, in general, with raw numbers. When it came to the realization that the number of users of customer experience data was growing, we realized that we couldn't do without visualization. Not everyone has enough time to deal with complex tables, but it is necessary to follow the dynamics of key indicators. My colleagues and I went from test layouts to a perfect example of a dashboard that is used by all interested Bank employees. Now every our employee can work to improve the customer experience.