Al Barid Bank – The Bank For All Moroccans

Engagement:

Targeted studies of the customer experience at four Al Barid branches in Casablanca, Morocco, to uncover opportunities, which attract new customers and drive more profitable customer behaviours

With a 3.8 million population, Casablanca is Morocco’s biggest city, but for many no longer its best. It may be the financial epicentre, where young Moroccans come to seek their fortunes and where business and the creative industries aim to prosper but unfortunately it is nothing like the movie. The gap between rich and poor is wide, boulevards of shops remain empty and shuttered and, the streets reek of mackerel (fishing and fish canning are two of its biggest industries). This said, it is a city worth experiencing, but be prepared for a frustrating wait through passport control – not the best first impression upon arrival (refer to our Manchester Airport Case Study).
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South Carolina Federal Credit Union

Engagement:

This bank customer experience case study describes our evaluation of the customer experience at various branches to uncover opportunities, which would improve branch effectiveness, driving sales, profitability and competitive advantage

Retail banking customers today have more choices than ever before in terms of when, where and how they bank, making it critical to present options that appeal directly to their customers. However, banks’ efforts to provide enhanced services are still falling short of customers’ desires and expectations. Many are still failing to elicit behaviours that can help them save costs or improve revenues by providing referrals or buying more products, and despite investment in low cost digital channels, branch usage is not reducing to the extent predicted. Customers still turn to the branch with all kinds of problems and in equal measure, whether applying for a simple product or one that requires more advice and guidance. However, a growing number of younger customers, much less loyal, are moving to new channels in ever-greater numbers. Banks are now tasked with meeting these ever-rising expectations as well as competition from new kinds of banks eager to differentiate by providing superior customer experiences. [Read more…]