Customer Experience research approach at Banco do Brasil enabled greater respondents' engagement, gathered useful insights from multiple feedback channels in real-time, guiding decisions and boosting the Customer Centric culture in the organization.
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Research complex banking themes within a financially impaired culture. Can UX research help both business and users to achieve understanding and build a relationship? We wanted to provide an easy to use, simple and intuitive digital channel to low income prospect clients, in order to increase our client base. The challenge was taken and lead by an internal team of UX designers, sponsored by the business area in charge for the digital channels. People with low income may be more reluctant and suspicious about using Itau's digital channels for banking. Reluctance may come from unfamiliarity with technology and lack of affinity with the brand. A Design Thinking approach was used to guide the project throughout five major phases: exploration, synthesis, ideation, prototyping and testing.
Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves this problem. After a year of academic research involving reading and evaluating all the publications related to brand metrics, we have developed a new model consisting of 3 dimensions: Energy, Essence and Experience of the brand. With this type of model we can tell companies where their brand is, how improving this metric will help business, and how to achieve it - both in terms of content and in terms of the way the brand is experienced.
ERSTE Group wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The micro-segmentation and ethnography study we consequently conducted focused only on people 50+ and has helped us to define five groups that vary by both life and financial activity. This enables us to estimate rough market potential for ERSTE Group. Thanks to our in-depth look at pre- seniors and seniors lives, the project resulted in concrete recommendations of what products, services and improvement can be made in bank branches to keep these clients.
Traditionally financial behaviours are explained using demographics (e.g. age, gender) and economic factors (e.g. income). However, psychological factors should also be taken into account in explaining financial behaviours. Our presentation reviews the results of several studies, which correspond to these psychological factors, and which show how important it is to take them into consideration while trying to explain or understand financial behaviours. In the first part we present results of studies showing the importance of psychological factors, which explain financial attitudes and behaviours. Later we present results of an international study conducted in 19 countries, showing cross?national differences in financial attitudes and in the third part we show psychological factors, which underlie attitudes and behaviour connected to smart shopping.
As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the prejudice-without-knowing. We present a narrative method that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped our client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity and supported this view.
The audience will journey to what market research will look like in 2030. For a selected number of years between 2012 and 2030, a particular development taking market intelligence to its new level is described. The fundamental shift in the market researcher's mindset needed to cope with the development is explored. Specific examples of how Barclays Bank is becoming more customer-centric on a worldwide basis will be shared. It will make sense for the most adept researcher in the business to become the CEO.
The subject of this paper is to discuss methodological assumptions concerning customer satisfaction studies. The authors, practitioners in this field, present their conclusions regarding the efficiency of measurement methods, data analysis and interpretation of the results. Their methodological discussion is based on real-life examples of customer satisfaction projects conducted at ING Bank (leading example) and in other market sectors, including telecom, the auto industry, and TV/Sat providers.
Using the example of a research project for the CSOB, a leading Czech bank, this paper demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer. Results delivered by conjoint analysis on the bank's personal banking product portfolio were used to develop an educative online game that simulates a sales communication of bank representatives with their customers. As an innovative concept for training the sales force, the game was eventually merged into CSOB's internal education system.