Seeing the Big Picture to Resolve Customer Pain Points

One of our clients, a top U.S. banking institution, needed to improve their responsiveness to customer concerns. However, without a coordinated approach to identify and resolve the root cause of critical pain points, individual situations might be fixed while the underlying problem remained.

They needed the ability to synthesize their knowledge of customer pain points into a single resource. This would be used to guide development of coordinated action plans to improve the problem resolution process and become more effective at improving customer satisfaction. Specific objectives included:

• Identifying existing, yet unresolved points of friction
• Uncovering hidden sources of frustration impacting CX
• Providing clarity and insight regarding potential barriers to resolving customer complaints
• Prioritizing overall improvement efforts to ensure the greatest impact on customer satisfaction and loyalty

The DRG took a holistic approach tackling the issue from all fronts. Our analytical process looked for solutions impacting not only customers, but employees, and the brand overall. Our consultants integrated data from over 20 sources including research among consumers and B2B customers across channels, satisfaction tracking, employee feedback, and customer complaints. We also met with key stakeholders to layer in insights and the status of current customer issues already being addressed.

Our resulting insights and analysis identified critical intersection points between business units impacting customer satisfaction and the areas where coordinated responses were most needed.

As a result of this comprehensive analysis, our client was able to prioritize improvement initiatives with confidence. The focused their attention and resources on four key areas: technology, channel integration, breadth of client service, and personalized communications. Specific action items were further prioritized based on the volume of customers impacted, the nature of customer complaints, and the likelihood that improvement efforts would successfully drive loyalty.