Speech by Svetlana Kalinina, Head of Customer Experience Development Department at RENAISSANCE BANK, at the IX annual All-Russian Forum on Customer Service CLIENT SERVICE FORUM 2024, held on June 20 in Moscow.
Svetlana Kalinina has been developing customer experience for over 15 years and managing CX|UX research for over 5 years.
What CX and UX research does a business need and why?
Companies order and conduct research to better understand the needs of their customers. This enables them to improve their products and services, which in turn helps achieve their business goals. When ordering research, a business expects to see high-quality data obtained in a short time and for a reasonable price. By receiving such data, a business can make informed and more correct decisions.
It’s important to have a variety of research to get a full picture of how customers interact with your product. Conducting internal CX and UX research is an essential part of almost any business.
To work effectively with data and obtain high-quality results, it is important to establish regular interaction with product teams and build cooperation with the business based on common goals. The latter is key to the successful development of the company and improving the customer experience.
How to organize continuous research within a company?
To improve customer experience and develop product teams, it is necessary to organize a process of continuous research within the company. To successfully organize such research, it is necessary:
Team competencies: researchers, CX managers, project coordinators, recruiters, analysts.
Tools: platform for surveys on its own database, online panels for market research, platform for quick UX research, external agency for one-off tasks, common information space.
Processes: receiving requests, research schedule, database formation, payment to respondents and agencies, procurement, budgeting, document flow.
Budget: internal research, external research, communications and mailings (SMS, push, email) and more.
Internal research should be organized and on page seo service conducted primarily independently to ensure constant access to fresh data.
Research processes and tools should be optimized and honed to quickly obtain high-quality data.
How to build systemic interaction with business?
Internal research is, first of all, a story about how to create hypotheses and test them. As the speed of development and changes in the company increases, it becomes increasingly difficult to follow the needs of customers and test hypotheses. This is one of the reasons why, before large investments of resources, it is necessary to conduct a series of internal studies - to generate and test hypotheses.
Collaboration between research and business teams is a key element for successful engagement with business.
Svetlana Kalinina: "Cooperation is probably the most important point that should be set up in a company, and then there will be no need to fight for customer experience, to prove something to the business. Because you work for one goal, and here you get cooperation, and not who is right, who is guilty. There is no need to divide into two sides of the same coin. One does not exist without the other in principle."
How to take into account the voice of the customer when creating a product?
Understanding how customers interact with a product, what they like and what they don’t, allows a business to make the product more convenient and attractive.
One of the key points when taking into account the voice of the customer is regular interaction with product teams. This allows you to be aware of what is happening with the product, what problems customers have, and what changes need to be made to improve the product.
To effectively collaborate and share information, it is necessary to have an internal center of expertise, where research specialists and product teams work.
The main focuses are on:
Working with "consequences". This is done through regular measurements and analysis of CX metrics, collecting VoC, identifying problems.
Customer research. Through research before implementing changes, then focusing on business goals and developing products and services.
A common information space is created where all employees can access data and research for their work. This helps each team member stay informed about what is happening with customers and the product.
Including the customer's voice in the product development process increases loyalty and satisfaction. This helps the business to be customer-oriented and successful in the market.
Results of RENAISSANCE BANK's research work for 2023.
More than 500 thousand clients were surveyed online.
Over 70 studies have been conducted.
About 300 respondents were involved in the collaboration.
More than 430 hypotheses have been tested.