19 Nov Exploring service delivery pain points and delighters
Client / Company: Travel Company
Industry: Transportation
Research Method: UX Research
Objectives and Methodologies
A Leading Financial Services Company wanted to ensure that experience of their communication touchpoints met the expectations their growing customer base . Their vision was to build best-in-class, customer-focused operations, offering consistent customer touch points, superior service levels and a highly efficient backroom; and to work collaboratively with the rest of the organization to support the mission of providing financial freedom for Filipinos. Through a series of FGDs and one-on-one interviews, Curiosity sought to understand the current customer experience and identify changes that will improve the ease of doing business with the organization, create an inventory of customer experience, understand the range of client experiences, and identify the touchpoint that clients use, and draw out the client’s journey and identify segments that impact the perceived over-all experience.
Key Findings
Over the course of the research, Curiosity identified specific pain points present in the process and arrived at a common understanding of service delivery pain points across different stakeholders
- Customer experience expectations could be classified as relational and functional. It is perceived to be driven in part by emotional investment and in part by efficient process.
- Incomprehensibility (i.e. language barriers and jargon) is the gateway pain point that leads to all other pain points.
- Touchpoint optimization is key, especially in meeting category hygiene expectations in the online space.
- But a smooth and trusting client-advisor relationship is essential for clients to perceive that the company was meeting their customer needs
- Clients also need to experience a more unified relationship between advisors and Sun Life employees, which would translate to a better brand relationship.
