Customer Experience Conference 2019

14. 06. 2019
How UX Research with Eye Tracking Helped One of the Largest Banks in Czech Republic Raise its NPS

The Customer Experience Conference, hosted by Clientology Institute, is where business owners, directors, and entrepreneurs attend to speak and give presentations on ways to better customer experience. For instance, Tomáš Čupr, entrepreneur and investor, founded projects like Rohlik.cz that is known for emphasizing customer experience. Another instance is Pavel Řehák, the co-founder and chairman of Direct Pojišťovna. His primary goal is also to improve the customer’s experience. Following the morning presentations were five different master classes, Vitek Nevřela from Česká Spořitelna and Miroslav Suchý from UX Focus led a class called Digital Experience for Your Customers. After their case study, the participants could see how eye tracking is on the rise of improving customer experience.   

Digital Experience for Your Customers
Case Study:

Česká spořitelna is a bank with the longest tradition in the Czech Market and with that kind of reputation customer satisfaction is very important rather it be dealing with banks first hand or banking online. On October 20, 2017, the bank launched its redesigned website, however, their Net Promoter Score (NPS) decreased by -20 points. This specific score is important because it measures the customer’s experience and foresees the growth of the business based on the customer’s experience.

The bank collaborated with UX Focus to understand what was missing and to find the solution to the problem. After receiving customer feedback from call analysis, user  interactive ratings, and web analysis, a conclusion was developed. Users were having issues in three main areas: finding what they were searching for, understanding the information they found, and the information being factual.

However, the strange thing was that the website was, in fact, functional, but it was not easy to understand by its customers.

 

UX Focus studied feedback and recommended that the bank uses some type of user experience study, but by using a different approach than before. UX Focus used open testing where the customer decided what they were searching for, using eye tracking. By using this method, the bank and UX Focus could see exactly where the eyes were going, if they could find the information easier, and the behavior of the customer tested at the time. This is how they concluded what the problem was. With this kind of progress, the bank and UX Focus agreed on quarterly check-ins. For every 3 months of the year, they decided to go back into the system and study how the customers were responding to the new changes.

After the first test, they started to find that the issues were not reoccurring and that they were making progress, however other problems started to arise, for instance, the mobile app needed improvement as well. After UX Focus prioritized those issues, the business’s NPS started to increase by 31+ points within one year. The reports of the web faults have decreased and the NPS and performance are on a continuous rise. Currently, UX Focus and Česká Spořitlna are still working together to continue to move the customer experience and all websites involved with this specific bank to its full potential.

 

Master Class

After looking into the case study presented by Vítek Nevřela and Miroslav Suchý, the visitors of the conference were able to try out eye tracking. There were two tables with static and wearable eye tracking and a table set to the side with no eye tracking at all. Visitors could substitute the role of participants and observers. The participants were the people using the websites or the mobile phone, while the observers watched where the participant's eyes were going and what they were looking for.
 
 
The observers found that it was much easier to see what the participants were looking for while using the eye tracking devices.
 
The observers with the participants that did not have eye tracking devices found that it was more difficult to see where their participants were looking because there was no way they could track exactly what their eyes were seeing.

 

Author: UX Focus

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