LIVEPERSON 

A study of the retail banking customer experience and its readiness for conversational commerce.   

In 2018 I was hired by Liveperson to conduct a study on digital retail banking customer service (CX) in North America and to identify opportunities for conversational commerce. The findings of this study was presented as a 27 page report which would serve as the foundation of future client conversation design workshops. 

Overview 

Working with the LivePerson conversational design team, my analysis focussed around the top customer service requests (intents) received by retail banking CX teams. The study was undertaken in order to measure the industry's readiness for conversational commerce and to identify opportunities to improve current user experience beyond the limitations that the current websites and apps present.

APPROACH 

The study included an audit of 10 of North America's largest banks. Exercises undertaken included a heuristic evaluation and task flow analysis.

Findings (HIGHLIGHTS ONLY) 

The study found that while human connection remained a huge part of all the major bank's core CX strategy, digital platforms have and would continue to raise customer’s expectations around speed and convenience. 

The limited dimensionality of desktop and mobile interfaces would continue to force banks to prioritize small sets of features resulting in customers spending more time searching for the services they actually need.  

Additional highlights - areas of optimization included:  

• Product discovery - Conversational interfaces would greatly enhance the discovery flow by allowing customers to navigate to their goal via multiple paths simultaneously. To address this the report outlined the need to for the various wayfinding need when designing brand specific personas. 
• Personalization - Liveperson’s proprietary bots needed to be leveraged more extensively to analyze customer actions in real-time so that more relevant and timely information can be delivered. 
• Credibility - Banks must build trust through transparency by making the path to information more simple and intuitive. 
• Task escalation - Understand that some customer enquiries require a specialized bot or a expert human CX operative and therefore must be re-directed.  

Please note that due to the terms of my non disclosure agreement further details of this report are not able to be published publicly. Questions you may have can be discussed in person.