CUSTOMER EXPERIENCE TOOLKIT 1 Introduction A large proportion of financial service Senior stakeholders of large and small provider customers do not use their accounts financial service providers may appreciate (68 percent of mobile money accounts, for the potential value of the customer-centric example, lie dormant). At the same time, business model but often lack the tools to two billion people around the world remain drive transformation. The goal of this toolkit is excluded from the formal financial sector. to fill that gap. While a number of resources on CGAP believes that a lack of customer focus customer experience and customer-centered by financial service providers is a primary thinking are available online (and many are cause of these disparities. Financial service cited here), this toolkit is the only one that providers now have a great opportunity to specifically targets the financial services create value by designing and delivering community with an added focus on unbanked positive customer experience – based on a and underbanked customers. We hope it granular understanding of needs, which in serves as a practical and useful guide, no turn creates value as customers choose and matter where you are in your journey toward use their products and services. a customer-centric business model or where you sit within your organization. Design Impact Group – Base, Rwanda 2 3 RESOURCES TABLE OF CONTENTS Look for these icons throughout the toolkit. Each indicates more in-depth information on a subject or helpful resources. 1. Making the Case 8 • What is customer experience and how can it transform employees into problem solvers? • What are the benefits of providing positive customer experience? • Who benefits from customer experience? • How have other organizations benefitted from a focus oncustomer experience? • How can a customer experience focus build trust and empower low-income customers? • What business challenges can customer experience help solve? Tools Case Studies • How have other organizations used customer experience to address challenges? • How is a customer experience focus different? Lead Customer Experience Initiatives Learn from Other Organizations Robust tools to help you integrate and manage Evidence of the value of customer experience 2. Starting with Your Customers 28 customer experience within your organization, from financial service providers who’ve • What’s the approach for acting on customer experience opportunities? including key frameworks, project planners, invested in this approach and its methods. • Why does a customer experience approach build a culture of empathy? and design methods. Useful for managers who want to share what • What’s the best way to dive into customer experience research? Perfect for managers looking to create a customer experience looks like with teams and • How can design help deliver great customer experience? structure around their work and communicate organizational leadership. • Which customers should you target? its value to leadership. • How should you approach research with low-income customers? • How can you understand the needs of your target customers? • How can you identify the best opportunities to address customer needs? 3. Planning and Taking Action 58 • How can you define and prioritize promising business opportunities? • How do you operationalize customer experience? • How do you prototype for customer experience? • How do you get your team to rapidly test ideas? Experiments References Put Customer Experience into Action Build Your Customer Experience 4. Making It Work 84 Knowledge Base Practical exercises that help you get closer • What type of team do you need to be successful? to your customers and make customer A curated set of research and reference • How do you ensure that your team works effectively? experience a core competency. Experiments materials to build your internal knowledge • How do you adopt a customer experience culture? can be done in as little as one or two hours. base and increase the impact of customer • How do you generate support from other parts of your organization? experience within your organization. Ideal for managers and project teams who want to immerse themselves in customer Valuable for advanced practitioners or those 5. Sharing the Results 104 experience or accelerate their work. who want to dive deeper into a particular area • How do you collect feedback and share results to motivate adoption of customer experience? of customer experience. • How can you showcase the impact of customer experience in your organization? 4 5 “We are looking at life stages to widen the definition of [customer] experience, because the customer is looking and shopping only when their need arises...” Aveesha Singh, Absa Bank, Kenya Continuum – Nairobi, Kenya 6 7 In this chapter you’ll learn the basics In this chapter, we’ll cover the and benefits of customer experience following questions: for your organization, the low-income • What is customer experience and populations whose loyalty it aims to how can it transform employees 1 gain, and how customer experience into problem solvers? differs from other approaches. • What are the benefits of providing This orienting chapter helps define positive customer experience? MAKING business challenges and formulates • Who benefits from customer productive questions from a experience? THE CASE customer-focused perspective. • How have other organizations benefitted from a focus on You’ll learn how employees at Absa customer experience? Bank and miMoni found value in • How can a customer experience customer experience at their focus build trust and empower low- organizations, and you’ll be given income customers? tools to make the business case for • What business challenges can your own. Finally, you’ll be introduced customer experience help solve? to hands-on experiments that help • How have other organizations used catalyze a culture and approach that customer experience to address places customers at the center of your challenges? work. • How is a customer experience focus different? 8 9 1. MAKING THE CASE | CUSTOMER EXPERIENCE TOOLKIT | 2016 What is customer experience What are the benefits and how can it transform of providing positive employees into problem customer experience? solvers? Although there’s a general consensus that A focus on customer experience ensures that digital financial service solutions will be the your products and services speak to customer Customer experience encompasses every A focus on customer experience gives largest contributor to universal financial challenges, are well designed and delivered, interaction customers have with your employees a sense of control and access, limited use and lack of uptake are two and empower customers to access and use organization throughout the customer resourcefulness in their roles. It allows devastating drivers of failed business models. them. With positive customer experience, lifecycle – whether in person at a branch, them to more holistically address customer uptake and use is more likely. interacting with an agent, connecting on issues and realize how products and services the phone, or interfacing online. fit into customers’ lives. Customer experience centers on clear, An organization that sees the value in ? Overserved Markets compelling value propositions – products customer-minded employees supports A focus on customer experience emerged out of private and services that satisfy your customers’ their efforts to design and deliver customer- sector investment in identifying unmet needs and to needs and wants. Value propositions are centered services. These efforts can range deliver competitive advantage in overserved markets, usually associated with either short- or long- widely, from advocating for customer such as consumer electronics and financial services. term goals, i.e., a loan that helps a customer research in a product development cycle buy a house. Positive customer experience to championing the launch of a Customer generally has functional and emotional Experience Council at a local branch. Underserved Markets Customer experience is equally effective in addressing benefits based on whether expectations underserved markets where data on existing behaviors is are met or exceeded as customers interact lacking, needs and preferences are poorly understood, or with your organization. Delivering positive where profitability relies more and more on self-service customer experience requires coordination channels like branchless banking. ? across functions, including marketing, product development, customer care, retail branches, and other touchpoints. Organizations assume that what they’re going to do is just “dress up” the experience. But what we know is that you have to design it first from the [customer’s perspective and needs]. Patrice Martin, Co-Lead + Creative Director, IDEO.org 10 11 1. MAKING THE CASE | CUSTOMER EXPERIENCE TOOLKIT | 2016 Who benefits from How have other customer experience? organizations benefitted from a focus on customer Customers: The young couple that dreams of buying a home but experience? struggles to save due to daily demands. If your savings product is designed to make small, short-term deposits easy, this couple is more likely to meet their goal. Customers win when products, services, and delivery experiences One way an organization catalyzes a customer- When discussing customer profitability, are designed with them in mind. Whether through products that better fit their centric culture is by