How can we encourage more customers to use our digital self-service channels?
BE lens review of existing research & comms to identify triggers & barriers to channel migration.
Digital self-ethnography with 45 customers and mobile eye-tracking with 12 users of the app.
Behavioural audit of in-store and online customer experience.
Interviews with staff who were accomplished at converting customers & those who were less so.
Salience of the client’s stores in shopping environments were priming customers to ask questions there vs. using self service channels.
TBA highlighted the role of staff in diverting customers to the online eco-system, which then guided the development of collateral and tools for the store environment.
Despite there being multiple ways to self-service, customer awareness of these tools was low due to lack of communication.
Our recommendations informed a complete re-design of the client’s app and comms strategy and are now nudging people to choose digital channels.