In our world, needs and expectations shape our interactions. Needs encompass essentials like food, items, banking products, and information, while expectations involve how we anticipate engaging with these essentials. Think of the disappointment when a dish doesn't match its menu photo or a video game's gameplay falls short of its trailers. Such unmet expectations can tarnish the customer experience and deter return visits.
In today's competitive landscape, price and quality alone no longer suffice for customers. Customer Experience (CX) is now paramount. Meeting customer expectations requires actively listening to their feedback, as customers are invested in the continual improvement of products and services.
Customer experience has become increasingly digital, transforming not only communication standards but also feedback collection and data analytics. Rapid interaction is now crucial in securing customer loyalty. This understanding has given rise to the Voice of the Customer (VOC) approach.
Amplifying customer voices with VOC
VOC is a method for understanding user expectations and needs, capturing all user feedback about a business. It bridges the gap between customer expectations and their actual experiences with the company. A key principle in VOC is the relentless pursuit of customer feedback, enabled by digital technologies. This principle is embodied in the VOC platform—a cutting-edge tool that gathers real-time customer ratings after every interaction. This platform has been recognized for excellence in customer experience management, winning the "Effective Use of Technology in CX-2021" award at the CX WORLD AWARDS.
Transforming feedback into actionable insights
Effectively managing customer experience requires comprehensive reporting. Following the creation of an interactive dashboard in Tableau, we collected feedback from internal users. Collaborating with our client, we studied user scenarios and integrated best practices in data visualization. We also developed a dashboard design system tailored to our client’s needs.
The redesigned dashboard enabled Customer Experience Management employees to quickly analyze customer data, identify growth opportunities, and interact seamlessly with the interface. The VOC dashboard, already popular due to its relevance, saw its unique monthly users increase from 150 to 2,000 within a year of the redesign, signifying enhanced convenience and improved user experience.
Designing for data excellence
Our main objectives included:
We successfully met these goals, resulting in a significant increase in dashboard users and an overall better user experience.
Voices from the team
Ekaterina Blagireva, Information Design Architect at T1A
"As a designer, I derive immense satisfaction from seeing our ideas come to life. Designing involves delving into details and solving creative challenges iteratively, requiring a diverse team's expertise. User feedback is paramount; the Voice of the Customer must be heard and considered in every product."
Client:
"As analysts, we were accustomed to raw data and tables. With the growing use of customer experience data, visualization became essential. Not everyone has time for complex tables, but monitoring key indicators is crucial. Our journey with T1A from test mockups to an exemplary dashboard now benefits all bank employees, enabling them to enhance customer experience."
Take the next step
By prioritizing customer feedback and leveraging advanced data visualization, businesses can significantly enhance customer experience. Ready to transform your customer interactions and drive business growth? Contact us today to learn how our solutions can help you meet and exceed customer expectations.
