Our perspective on UX
Recently, I had to reach out to two MNC banks for requesting past credit card statements for claiming a refund. This was complicated by the fact that I had cancelled these cards a while back.
In the case of Standard Chartered Bank (SCB), the experience was excellent and the interaction was smooth. Standard Chartered’s customer support representative was able to locate my cards details and sent me the statements within 6 hours much before the promised turnaround time of 24 hours. The experience with Citi on the other hand was below par and the customer support representative was unable to retrieve my card details and asked me to send a written request to their back office.
Being a UX professional, I couldn’t help taking a deeper look at my experiences and see what lessons could be learned by creating a customer journey map in order to identify gaps in the customer experience.
Interactive Voice Response (IVR)
Customer Support Representative Interactions
Designing Seamless Experiences
Designing great customer experiences requires keen understanding of customer’s journey across different channels such as branches, website, mobile app, call center, etc. through visual storytelling tools such as customer journey maps.
In this case, the Standard Chartered experience was very good because it enabled seamless transitions across touchpoints for the customer. SCB proactively senses the context of a cancelled credit card and connects customer to the rep so that the issue can be handled quickly & appropriately. In the case of Citi, there is a break in the customer experience because IVR doesn’t provide relevant options for the owner of a cancelled credit card thus preventing progress.