• To measure and track customer experience with client bank’s branches – across different customer proposition/segments.
• Understand relative importance of various aspects that are part of the customer journey in terms of staff, process, personal quality, waiting time etc.
• How does the client perform on the customer expectations for each branch in each segment? Identify and prioritize key areas of improvement

Mobile surveys (via sms with survey link)

The research helped the client to better the customer’s experience with the waiting time, speed of service during their visit, the quality of the staff, and the staff ability to explain bank’s products.

The research also helped the client to benchmark which branch is exceling in terms of their services and which are not doing so well and thereby reduce the variance across branches.

This research helped the bank to monitor staff performance and take actions based on immediate feedback as well as incentivize them accordingly.

Understand the current brand image among customers in a competitive context

A Qualitative Brand Equity Research among different types of banking customers to understand how client brand is positioned in relation to its key competition on aspects related to – Brand Understanding; Brand Personality; User Imagery, Brand Image drivers, Strength & Weakness

Design: Mini group discussions with lower mass, mass and upper mass customers with income group between. In-depth interviews with Lower and Upper Affluent customers.

The research helped the client understand what the ideal banking features and services are perceived as by today’s modern customer.

The research helped identify the triggers and barriers amongst KSA banking customers. A detailed comparison of client bank’s position in 2015 vs. 2018 was done. The research equipped the client with an understanding of their brand equity outlining their personality, values, imagery etc.

It also helped the client know customers recent preferences towards banking communications etc.