Testing the customer journey with qualitative research

Michelle Huff  at UserTesting describes how financial institutions can build empathetic customer experiences

 

Volatile market conditions have shaken customer loyalties for businesses in the UK. Customer expectations are higher than ever, encompassing everything from price, quality, sustainability and beyond. In order to remain competitive, businesses must be able to quickly and accurately interpret consumer behaviour and swiftly adapt to these changing customer expectations and needs.

 

Recently, a nationally recognised retail bank wanted to increase customer loyalty and trust in its products and services, while meeting or exceeding its customers’ already high expectations. To gain qualitative insights into what customers want from their banking experience, it decided to implement a robust user testing programme.

 

The financial institution took advantage of the benefits of qualitative surveying, where the emphasis was on words and the meaning conveyed by them. This helped unlock deeper insights than can be uncovered from a broad, number-based quantitative view of the customer experience.

 

By focusing on smaller, focus group-style testing, it could ask customers directly how they wanted to be spoken to when it came to their finances. While numerical data uncovers general feelings about certain aspects, qualitative insights in small group testing facilitated the discovery of actionable, specific and unique insights that could be directly implemented. This kept customers front-of-mind throughout the design and development process.

 

The bank divided the customer journey into manageable chunks and undertook qualitative testing on each section. This helped identify pain points and allowed for the creation of a more navigable customer journey, simplifying previously complex processes, and ensuring customers felt confident moving through the journey independently.

 

For example, during loan applications, the qualitative insights combined with their own data and analytics created a stronger picture of what customers are thinking and feeling throughout the process. It also meant the team could make educated decisions on when the refined processes were ready to go live - or if they needed further adjustments.

 

Another key takeaway was customers prefer to be given a series of options, and they responded to encouragement to contact the bank to access further information. It could even fine-tune how many choices to offer, and what options would provide the most value for customers.

 

One of the key benefits of qualitative surveying is its ability to account for nuances in language and word choice. In this case, it was really important in developing the business’ customer empathy because many people, especially those who may be struggling financially, don’t like talking about their finances.

 

The survey process and user testing revealed these can be very emotional topics, stirring up a range of complicated emotions in customers. The financial institution wanted to be sensitive to those feelings, especially at a time when more people are struggling than ever before.

 

Through extensive testing, the bank was able to finesse its language precisely, to ensure it communicated with tact and impact. When talking to customers who were continually struggling to pay off their credit cards, the language used was crucial to delivering information in a way that was impactful but also sensitive, and encouraged action.

 

Qualitative feedback revealed small but hugely beneficial insights that helped navigate this sensitivity. For example, customers prefer a benefits-led conversation, allowing the bank to focus on the positives. Additionally, it avoided technical jargon and negative or stigmatising language like ‘persistent debt’ which could result in customers disengaging.

 

Another interesting finding centred around the insurance claims process. When making an online car insurance claim, customers often felt they would not be believed by their insurer and wanted to feel reassured in the same way they would be over the phone. A more personalised, human experience could help them feel more confident they’re giving the correct information to their insurer.

 

These insights also helped steer decisions on which specific features resonated most with customers when it came to their money and shopping needs. Unsurprisingly, given the current climate, the features that customers loved the most revolved around saving and tracking their finances.

 

Qualitative testing revealed customers want value for their money when it comes to banking and insurance, plus they want to see a direct benefit if they are being asked to change their behaviour or try something new.

 

These kinds of insights into customer needs show how qualitative user testing can drive customer empathy and build loyalty in even the most turbulent market. By adding qualitative research into the development roadmap and activating the insight it reveals, brands can build the kind of high-quality, personalised experiences that meet consumers’ high expectations and deliver a superior customer experience.

 

Looking to the future, a customer-centric design practice can add real value in finding opportunities for innovation and development to grow customer satisfaction. As digital transformation becomes a reality for many businesses, helping customers direct their own experience online is crucial.

 

---

 

Michelle Huff is Chief Marketing Officer at UserTesting

 

Main image courtesy of iStockPhoto.com