The self-service device network was generating negative customer feedback, with a concerning transactional Net Promoter Score (tNPS) of -3. This case study details the systematic approach I implemented as UX Research Lead to identify pain points, develop targeted solutions, and ultimately transform the customer experience, resulting in a dramatic tNPS increase to 45.
Situation
When I joined MTS Bank as their UX Research Lead, the self-service device network presented a complex challenge:
- The bank had recognized that customers were dissatisfied with the self-service device experience, as evidenced by the negative tNPS score of -3
- There was no clear ownership for improving the self-service experience, leading to fragmented and ineffective improvement attempts
- Previous efforts to address issues had been primarily technical in nature, without sufficient focus on the end-to-end user experience
The self-service devices were a critical channel for MTS Bank, handling a significant portion of routine customer transactions. Their suboptimal performance not only affected customer satisfaction but also increased the burden on branch staff who needed to assist customers when self-service operations failed.
Task
- Develop a comprehensive understanding of the current customer experience with self-service devices
- Identify specific pain points and usability issues causing customer dissatisfaction
- Create a prioritized list of improvements that would have the most significant impact on customer experience
- Deliver actionable recommendations with clear implementation paths for stakeholders
Success would be measured primarily by improvement in the tNPS score for the self-service device network.
Action
I implemented a multi-faceted research and improvement strategy:
- Conducted a thorough analysis of technical support tickets related to self-service devices over a 6-month period
- Segmented existing tNPS data by device location, transaction type, and customer demographics
- Observational Research
- Conducted field observations at 15 high-traffic locations with particularly low tNPS scores
- Documented the actual user journey, identifying points of friction and confusion
- Used contextual inquiry techniques to understand how environmental factors affected the user experience
- Usability Testing
- Cross-Functional Workshop
- Organized a workshop with stakeholders from IT, Operations, Customer Service, and Branch Management
- Presented research findings with concrete examples and data visualization
- Facilitated a prioritization exercise to identify high-impact, feasible improvements
- Recommendation Development and Implementation
- Created detailed specifications for UX improvements based on research findings
- Collaborated with the development team to implement changes to the user interface
- Worked with the Operations team to adjust physical aspects of the self-service environment
- Developed new help content and error messages to better assist customers
- Implementation and Measurement
- Implemented changes in phases, allowing for iterative improvements based on feedback
- Created dashboards for stakeholders to monitor progress and impact
Result
The comprehensive approach to improving the self-service device experience yielded impressive results:
- Dramatic tNPS improvement from -3 to 45, exceeding initial expectations
- 14% reduction in support calls related to self-service devices
Improvements addressed both technical and experiential issues:
- Interface redesign that simplified common tasks and provided clearer guidance
- Error handling improvements that offered actionable recovery paths
- Transaction flow optimization that reduced steps for common operations
Conclusion
The transformation of MTS Bank’s self-service device experience from a pain point (tNPS -3) to a strength (tNPS 45) demonstrates the power of systematic UX research and cross-functional collaboration. By establishing clear processes for identifying, prioritizing, and addressing customer experience issues, we created sustainable improvements that benefited both customers and the bank.
This project illustrates that financial institutions can significantly enhance customer satisfaction by taking a user-centered approach to self-service channels. The dramatic improvement in tNPS not only reflected better customer experiences but also translated into tangible business benefits through increased self-service utilization and reduced operational costs.