In a fast-moving digital world, one leading bank realized that customers weren’t just using one channel—they were using all of them. But every time they switched—from mobile to web, or from online to a branch—the experience felt disjointed. Customers were frustrated, and the bank knew it had to change.
Customers were encountering fragmented experiences. Tasks like account management or initiating transactions felt smooth in one channel, but clunky or inconsistent in another.
They couldn’t start a process on mobile and finish it in-branch. There was no continuity, and limited data sharing meant bank staff lacked context when customers sought help.
It became clear that this wasn’t just a technology issue—it was a service design issue. The bank decided to reimagine the customer journey by creating a unified omnichannel experience, ensuring every interaction—regardless of platform—felt connected and seamless.
The transformation was driven by deep customer understanding and service design thinking. Key actions included:
Step 1: Discover — Understand the User & Context
- Conducted interviews, surveys, and field observations to uncover pain points in each channel.
- Mapped current customer journeys and touchpoints (online, mobile, branch, call center).
Step 2: Define — Synthesize Insights
- Created personas and scenario-based journeys.
- Clustered insights into themes: e.g., “lack of continuity”, “poor support handoff”, “UX inconsistencies”.
- Defined clear problem statements from the customer’s point of view.
Step 3: Ideate — Co-create Solutions
- Ran ideation workshops with cross-functional teams (tech, operations, UX, customer service).
- Prototyped new service flows combining physical and digital touchpoints.
- Prioritized ideas that enhanced cross-channel continuity and user empowerment.
Step 4: Prototype — Test the Concepts
- Built clickable prototypes for mobile/web updates.
- Simulated real-world customer scenarios across touchpoints.
- Created service blueprints showing how frontline staff and backend systems supported new journeys.
Step 5: Implement — Build and Integrate
- Unified backend systems and interfaces for staff and customers.
- Rolled out new digital features and trained staff for omnichannel support.
- Embedded feedback loops and customer data flows to improve service in real time.
- Identified major friction areas and service gaps.
Step 6: Evaluate — Monitor and Improve
- Tracked KPIs: digital adoption, satisfaction, NPS, and reduction in support queries.
- Collected ongoing feedback through embedded UX tools and post-interaction surveys.
- Refined and scaled solutions based on usage analytics and real-world impact.
- The results were powerful:
- Customer satisfaction is expected to grow by 25%
- Digital banking usage is forecast to increase by 30%
- Inquiries to branches and call centers are expected to drop by 40%
- Customers now feel more empowered, confident, and in control—no matter how they bank