ENHANCING CUSTOMERS PAYMENT EXPERIENCE
HELPING CUSTOMERS BENEFIT FROM THE LATEST IN PAYMENT TECHNOLOGY
St.George strives to be Australia’s most respected and recommended bank by offering exceptional products and services to customers. However, despite a range of payment methods being offered to customers, utilisation was lower than anticipated.
THE CHALLENGE
With the payments landscape being disrupted through the rise of digital wallets and peer-to-peer payment apps, St.George wanted to help customers adopt the latest payment methods so they can enjoy the best payment experience available and maintain customer satisfaction.
MY ROLE
As the project lead, I was responsible for the overall delivery of the CX project to the client. This included working with client and payment providers to understand product benefits, presenting research findings and strategic recommendations.
Internally, I held responsibility for project management and leadership of a lean agile team comprising of a strategist and researcher. Together we conducted customer research using questionnaires, spend diaries and interviews to map the customer experience and understand the moments, pain points and opportunities each payment product can provide.
THE SOLUTION
The solution was to undertake a multidimensional research project at pace to understand the payment moments, preferred payment methods used by people along with their perceptions and experiences of using newer digital payment methods.
These insights formed the foundation of a strategic recommendation on how to drive the utilisation of new payment methods, communicate the benefits of each method and explain how to use method delivered to customers through a series of communications.
THE PROCESS
DISCOVERY
Research design
Competitor audit
Product team interviews
Candidate recruitment
Customer surveys
Spend diaries
Customer interviews (face-to-face, phone & video)
DEFINE
Research synthesis
Playback & consultation with stakeholder group
Opportunity mapping
DEVELOP
CVP development for each payment system
Messaging matrix creation
Communication planning
Connections planning
UX assessment
DELIVER
UX recommendations
Content development
Creative asset development
Campaign deployment
THE OUTCOME
The research insights formed the foundation of a customer experience strategy that empowered customers to embrace the latest payment methods by addressing their needs, misconceptions and concerns to smooth the pathway for adoption.
The customer experience strategy was supported by a targeted communications plan, utilising tailored propositions for each payment method designed to help customers feel confident in adopting new payment methods and ultimately feeling supported by their bank as they step into the future together.
Furthermore, through this project we were able to demonstrate to the bank, the value of research and the speed in which they can be delivered.
