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CASE STUDY | BARCLAYS

London-based Barclays is on a

mission to become “customer-

obsessed.” To reach this goal, the

multinational banking and financial

services company recognizes the

value of truly understanding and

responding to its 48 million global

customers and clients across the

multi-channel experience.

Barclays has long been an innovator.

For more than 300 years, it has

“welcomed bright ideas and new

technology.” This commitment

led to a partnership with ForeSee

to implement a voice of customer

(VOC) system that combines a

proven algorithmic approach to

CX measurement with actionable

insights. As Head of Digital Analytics

for Personal and Corporate Banking

(PCB) at Barclays, Benjamin

Mercier leads a team of 14 analysts

responsible for using VOC insights

to continually improve the online

customer experience.

“Our mission is to always get better

and innovate to encourage higher

usage and a more positive experience

with Barclays online. With ForeSee,

we found a data-driven tool to help

us on our journey,” says Mercier.

DISCOVERING A HIDDEN MINE OF CUSTOMER INSIGHTS

When Mercier assumed his role, he

was surprised to find two years of

customer feedback regarding their

experiences interacting with the bank

online. “I felt like I’d discovered

ForeSee HelpsBarclays BecomeCustomer-Obsessed with Actionable VOC Measurement

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CASE STUDY | FORESEE HELPS BARCLAYS BECOME CUSTOMER-OBSESSED WITH ACTIONABLE VOC MEASUREMENT

“Before we were taking advantage of the ForeSee insights, we had a blind spot in our analytics. Now, we have a clear view into what’s going on and where to make changes.”

BENJAMIN MERCIER Head of Digital Analytics for Personal and Corporate Banking (PCB), Barclays

an Indium mine,” says Mercier,

referring to the valuable metal used

in LCD and touch screens that was

previously considered waste. “We’d

been collecting tons of powerful

customer insights, but hadn’t acted

upon them.”

Mercier quickly discovered that

Barclays’ CX score had dropped 10

points in one year. Digging into

the data, he realized there was a

correlation between dips in customer

satisfaction and website changes

the bank was making as part of an

internal “Fix the Basics” program.

“Fix the Basics was designed to

improve the website experience,

but we realized it was having the

opposite effect in some cases,”

explains Mercier.

For example, when the bank changed

the process for online payment

processing, the digital analytics

team noticed a drop in the online

completion rate for this task. Looking

at the cross-channel customer

insights, they realized that some

customers had gone into the branch

or contacted a call center to make a

payment. Further analysis revealed

that customers thought the Barclays

website had been hacked because

the payment processing screen had

changed in appearance and customers

were unaware of the change.

“Our customers had lost confidence

in the web channel. We were actually

driving people away from the

digital channel and increasing our

costs, which goes completely against

our goal of encouraging its usage to

drive efficiency and profitability,”

says Mercier.

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A B O U T F O R E S E E

Founded in 2001, ForeSee is the pioneering leader in Voice of Customer (VOC) solutions. Armed with the ForeSee CX Suite, more than 2,000 companies worldwide—in retail, government, financial services, healthcare, consumer packaged goods, and other industries—have transformed their VOC programs

into a strategic and rigorous business discipline that delivers economic impact. Only ForeSee offers a multi-patented algorithmic approach to customer experience measurement, access to an unmatched

175 million benchmarked experiences, and actionable insights from a team of 200 expert analysts that give certainty to CX improvements. A subsidiary of Answers Corporation, ForeSee is headquartered in Ann Arbor, MI and has offices in Mountain View, New York, St. Louis, Cleveland, Vancouver, and London.

C O N T A C T F O R E S E E

To learn how we can help you

gain comprehensive insights into the impact and value of your customer experience, please

contact us at 800-621-2850 or sales@foresee.com.

This insight showed Barclays the importance of

communicating site changes to its customers ahead of

time, which Mercier says was not previously part of their

culture. “Thanks to ForeSee, we realize that site changes

impact our digital persona and need to be proactively

communicated. We now build communication into the

process for rolling out changes that will affect how our

customers engage with the bank online.”

IMPROVING THE CUSTOMER EXPERIENCE WITH ROI-DRIVEN CHANGES

Barclays uses ForeSee’s predictive VOC measurement

system to obtain insights from desktop, smartphone and

tablet users and understand how site changes would impact

customer satisfaction and outcomes – even before those

changes are made. To complement this predictive analysis,

Mercier and his team also delve into customer responses to

open-ended questions.

Through this process, Mercier identified site performance,

log-in and other issues that were negatively affecting the

customer experience. “Some were big issues, like slow

server performance and some were small things, such as

the fact that the online banking statement didn’t show

the interest rate for savings accounts,” says Mercier. To

determine where to invest resources, Mercier compares

the projected impact of changes to the cost to make

recommendations with optimal ROI.

As a result of making a series of changes to the online

experience, Barclays has seen an increase in its CX score

and Mercier expects the upward trend to continue.

“Before we were taking advantage of the ForeSee insights,

we had a blind spot in our analytics. Now, we have a clear

view into what’s going on and where to make changes,”

says Mercier.

COMPLEMENTING OTHER METRICS WITH ACTIONABLE VOC

For Barclays, CX measurement is an actionable

complement to other metrics. “I use the ForeSee CX Score

on a day-to-day basis. I like that I can see how website

changes influence customer satisfaction. I also appreciate

that the ForeSee analyst team proactively suggests

question changes that help me dig deeper into customer

insights.” While NPS is reported monthly, CX is “real

time,” making it more of an operational tool.

To get even more instant customer feedback, Barclays

is using ForeSee Feedback, a self-service platform that

collects in-page VOC feedback for immediate action. When

Barclays reduced site content about mortgages targeted at

a specific customer segment from multiple pages to one,

Mercier decided to use Feedback to make sure the content

met the needs of these high-wealth customers. “The

level of granular feedback we get shows us whether we’re

on the right track and indicates whether any necessary

content is missing,” says Mercier.

CASE STUDY | FORESEE HELPS BARCLAYS BECOME CUSTOMER-OBSESSED WITH ACTIONABLE VOC MEASUREMENT