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Banking Case Study – Self-Serve Payment Processing


Customer Touch Point helped a leading UK bank, which helps millions of customers with their borrowing needs and is a major supplier of credit cards across the UK, by implementing a new customer journey and IVR programme. 

The bank was receiving very good customer satisfaction ratings for their telephone payments, yet their IVR containment rate (the percentage of calls completed within the IVR, without having to be forwarded to a customer service representative) was lower than expected, at just 39%. With a KPI target of 50%, some investigation was needed and so Customer Touch Point, a specialist in customer experience solutions, was approached to help.

Reviewing the customer journey

Customer Touch Point started by investigating why there was a discrepancy between the IVR containment rate and c-sat score, which first of all meant auditing the bank’s customer journey; in this case, the self-serve functions that exist within the IVR.

A detailed analysis highlighted a number of issues, which made it very clear why there was a low containment rate, yet high customer satisfaction score.

Breaking down barriers to create effortless experiences

After re-engineering the IVR natural language rules engine and designing and recording a new on-brand audio persona, the results soon started to show.

After just one quarter:

  • c-sat ratings for Good and Excellent were up 6%
  • IVR containment rates up by 15% and
  • £450,000 savings made by redeploying 20 FTEs to other customer facing work.

By getting the tone of voice right (both written and audio), we were able to reduce effort across the payment processing journey, making customers feel like the bank was genuinely happy to help them. As a result, they soon started to self-serve, leaving agents to spend valuable time on more complex and emotionally driven contacts.”

Rick Kirkham

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