The Unicred credit union wanted to improve its approach to its corporate customers. Indicators showed that there was considerable churn and a loyalty rate well below expectations. The cooperative realized that they needed to understand their end users better, and they should use this as the basis for the changes to its systems.
How we contributed
We designed a customer experience, together with Unicred, that used the end customer as the basis to help us innovate and improve and expand their services. Our consultants helped them to identify opportunities, the basis for their strategic decisions and to implement improvements and innovation in their services, to reduce attrition and improve retention rates.
The User experience design provided a route for corporate customers and guidelines for more than 60 initiatives on retention, product loyalty and improvements to online use.
Customers are now seeing these applications more favorably, which is clear from the ratings. The apps were rated at an average of 3.6 to 3.8 (from 0 to 5), for Android and iOS respectively, in 2019, and are now rated at 4.2 and 4.8. The average rating from Corporate customers in the satisfaction surveys, conducted after opening accounts or taking out credit, was 9 on average (on a scale of 0 to 10) for account opening and customer service for the first quarter of 2021.
Director of Products and Technology
“The CX process helped us to establish a new culture that was customer-focused and based on the experience and innovation. We have changed a lot by listening to members directly, without intermediaries.”