PROJECTS
NEW COMMERCIAL MODEL: IMPROVING THE CLIENT AND MANAGMENT EXPERIENCE
Finance
METHODOLOGIES
Qualitative research | In-depth interviews | Design thinking methodology
SECTOR
Finance
YEAR
2021
Description
Our client faced the challenge to understanding the first experiences of customers and the commercial network and the impact generated by a new distribution model.
Through a qualitative study based on in-depth listening and observation in context throughout its entire experience with the bank, Anima identified the unmet needs in the communication and support process, as well as defined ideas for improvements and recommendations for implementation of the new comercial model.
20 participants interviewd in-depth
5 involved client segments
Customer Journey: mapping of the client experience
+ 20 actions to improve the actual model
“It is a radical change: from having daily contact with people and brutal queues to not having clients in the office. We have to get used to other parameters”.
Empleado de oficina
GENERAL PERCEPTION
OF THE NEW MODEL
Understand the key elements of the new servicing model from the point of view of the client and the commercial network: specific characteristics and protocols of the new processes/services.
Assess the impact of the new model on the relationship and perception of customers about the entity.
EVALUATION OF
THE EXPERIENCE
Assessment of the client’s experience during the process of changing to the new service model: definition of the different stages and identification of gain and pain points for each of them.
Assessment of the communication process and accompaniment to the client and the sales network.
IDENTIFICATION OF
IMPROVEMENT OPPORTUNITIES
Identification of areas for improvement in the new distribution model: counter service, ATMs, digital banking, appointment management and telephone service.
Opportunities for cross-cutting improvement for the Bank: employee support/training, communication/support for customers.
