foresee helps customer-obsessed · foresee helps barclays become customer-obsessed with actionable...
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W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S
CASE STUDY | BARCLAYS
London-based Barclays is on a
mission to become “customer-
obsessed.” To reach this goal, the
multinational banking and financial
services company recognizes the
value of truly understanding and
responding to its 48 million global
customers and clients across the
multi-channel experience.
Barclays has long been an innovator.
For more than 300 years, it has
“welcomed bright ideas and new
technology.” This commitment
led to a partnership with ForeSee
to implement a voice of customer
(VOC) system that combines a
proven algorithmic approach to
CX measurement with actionable
insights. As Head of Digital Analytics
for Personal and Corporate Banking
(PCB) at Barclays, Benjamin
Mercier leads a team of 14 analysts
responsible for using VOC insights
to continually improve the online
customer experience.
“Our mission is to always get better
and innovate to encourage higher
usage and a more positive experience
with Barclays online. With ForeSee,
we found a data-driven tool to help
us on our journey,” says Mercier.
DISCOVERING A HIDDEN MINE OF CUSTOMER INSIGHTS
When Mercier assumed his role, he
was surprised to find two years of
customer feedback regarding their
experiences interacting with the bank
online. “I felt like I’d discovered
ForeSee HelpsBarclays BecomeCustomer-Obsessed with Actionable VOC Measurement
W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S
CASE STUDY | FORESEE HELPS BARCLAYS BECOME CUSTOMER-OBSESSED WITH ACTIONABLE VOC MEASUREMENT
“Before we were taking advantage of the ForeSee insights, we had a blind spot in our analytics. Now, we have a clear view into what’s going on and where to make changes.”
BENJAMIN MERCIER Head of Digital Analytics for Personal and Corporate Banking (PCB), Barclays
an Indium mine,” says Mercier,
referring to the valuable metal used
in LCD and touch screens that was
previously considered waste. “We’d
been collecting tons of powerful
customer insights, but hadn’t acted
upon them.”
Mercier quickly discovered that
Barclays’ CX score had dropped 10
points in one year. Digging into
the data, he realized there was a
correlation between dips in customer
satisfaction and website changes
the bank was making as part of an
internal “Fix the Basics” program.
“Fix the Basics was designed to
improve the website experience,
but we realized it was having the
opposite effect in some cases,”
explains Mercier.
For example, when the bank changed
the process for online payment
processing, the digital analytics
team noticed a drop in the online
completion rate for this task. Looking
at the cross-channel customer
insights, they realized that some
customers had gone into the branch
or contacted a call center to make a
payment. Further analysis revealed
that customers thought the Barclays
website had been hacked because
the payment processing screen had
changed in appearance and customers
were unaware of the change.
“Our customers had lost confidence
in the web channel. We were actually
driving people away from the
digital channel and increasing our
costs, which goes completely against
our goal of encouraging its usage to
drive efficiency and profitability,”
says Mercier.
W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S
W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S
A B O U T F O R E S E E
Founded in 2001, ForeSee is the pioneering leader in Voice of Customer (VOC) solutions. Armed with the ForeSee CX Suite, more than 2,000 companies worldwide—in retail, government, financial services, healthcare, consumer packaged goods, and other industries—have transformed their VOC programs
into a strategic and rigorous business discipline that delivers economic impact. Only ForeSee offers a multi-patented algorithmic approach to customer experience measurement, access to an unmatched
175 million benchmarked experiences, and actionable insights from a team of 200 expert analysts that give certainty to CX improvements. A subsidiary of Answers Corporation, ForeSee is headquartered in Ann Arbor, MI and has offices in Mountain View, New York, St. Louis, Cleveland, Vancouver, and London.
C O N T A C T F O R E S E E
To learn how we can help you
gain comprehensive insights into the impact and value of your customer experience, please
contact us at 800-621-2850 or [email protected].
This insight showed Barclays the importance of
communicating site changes to its customers ahead of
time, which Mercier says was not previously part of their
culture. “Thanks to ForeSee, we realize that site changes
impact our digital persona and need to be proactively
communicated. We now build communication into the
process for rolling out changes that will affect how our
customers engage with the bank online.”
IMPROVING THE CUSTOMER EXPERIENCE WITH ROI-DRIVEN CHANGES
Barclays uses ForeSee’s predictive VOC measurement
system to obtain insights from desktop, smartphone and
tablet users and understand how site changes would impact
customer satisfaction and outcomes – even before those
changes are made. To complement this predictive analysis,
Mercier and his team also delve into customer responses to
open-ended questions.
Through this process, Mercier identified site performance,
log-in and other issues that were negatively affecting the
customer experience. “Some were big issues, like slow
server performance and some were small things, such as
the fact that the online banking statement didn’t show
the interest rate for savings accounts,” says Mercier. To
determine where to invest resources, Mercier compares
the projected impact of changes to the cost to make
recommendations with optimal ROI.
As a result of making a series of changes to the online
experience, Barclays has seen an increase in its CX score
and Mercier expects the upward trend to continue.
“Before we were taking advantage of the ForeSee insights,
we had a blind spot in our analytics. Now, we have a clear
view into what’s going on and where to make changes,”
says Mercier.
COMPLEMENTING OTHER METRICS WITH ACTIONABLE VOC
For Barclays, CX measurement is an actionable
complement to other metrics. “I use the ForeSee CX Score
on a day-to-day basis. I like that I can see how website
changes influence customer satisfaction. I also appreciate
that the ForeSee analyst team proactively suggests
question changes that help me dig deeper into customer
insights.” While NPS is reported monthly, CX is “real
time,” making it more of an operational tool.
To get even more instant customer feedback, Barclays
is using ForeSee Feedback, a self-service platform that
collects in-page VOC feedback for immediate action. When
Barclays reduced site content about mortgages targeted at
a specific customer segment from multiple pages to one,
Mercier decided to use Feedback to make sure the content
met the needs of these high-wealth customers. “The
level of granular feedback we get shows us whether we’re
on the right track and indicates whether any necessary
content is missing,” says Mercier.
CASE STUDY | FORESEE HELPS BARCLAYS BECOME CUSTOMER-OBSESSED WITH ACTIONABLE VOC MEASUREMENT