ANZ is one of New Zealand’s largest companies based on profit and assets. Nearly one in two New Zealanders have a banking relationship with one of its brands. ANZ finances over 30% of all home loans in New Zealand and accounts for around 1% of New Zealand’s Gross Domestic Product (GDP). ANZ asked Ideqa to help them provide a better customer experience online by rebuilding the Help Section of the website.
ANZ’s new Help section on their anz.co.nz website uses their knowledge base effectively to empower customers to self serve.
Utilising Oracle Service Cloud, and with the help of Ideqa to customise the user interface, ANZ now has a Help Section that enhances customer experience. A key benefit for ANZ is that the new knowledge base learns and reports on knowledge that’s missing, so ANZ can keep improving the online help they provide customers.
They can now also add rich content to the page, for example, video on their new smart deposits service, which allows customers to deposit cash or a cheque via an ATM. There are many valid motivations for enhancing the Internet banking channel by improving customer experience. The right customer experience framework increases product take-ups and customer loyalty, and lowers cost-to-serve.
Read an interview with Sachi Taulelei, ANZ Senior Website Manager, who led the initiative to upgrade ANZ’s Help section.
Previously the Bank had FAQs attached to each section of the site. For example if you were in the credit card section you could find FAQs or help related to that topic. It was very much a business view of what the customer wanted to know, rather than a customer-centric view and it was static content. It wasn’t that useful or helpful and it wasn’t really kept up to date. Information was placed under headings that would hide and expand. When you clicked on a heading it would give you the full question. It took time and effort to browse and navigate through content.
To provide a better customer experience and to limit customer frustration. We also wanted to reduce the number of calls to the call centre, especially for ‘low value’ or frequently asked questions that customers could find answers to themselves.
We did a lot of customer insight testing with our design agency, Digital Arts Network. They came up with a design, built a prototype, and tested it with customers to find the most user-friendly or natural categories or labels for the different areas. Ideqa’s brief was to configure the solution to cater for the Bank’s unique needs and build the solution to the Digital Arts Network design. They also advised the team on best practice.
There was a lot of to-and-fro between Ideqa and Digital Arts Network to figure how to do things to get the best result. For example, the prototype included a feature so that when a customer received an answer they could give feedback. The question popped up, ‘was this answer helpful’ and the customer could check yes or no. Ideqa advised against this approach, based on experience, and the question was changed to ‘did this answer your question’ and a star rating from 1-5 was added.
Ideqa helped us with the processes for managing the back end. They advised us on the frequency of reporting and how often we should be reviewing post launch. They trained the staff on how to prepare questions and answers, using the search terms customers would use, rather than banking terminology. I found them very practical, very flexible. They were more than happy to work with us to get what we wanted out of the tool.
Customers are now able to search for the answers to many of their questions. The knowledge results are ranked for the top 10 questions. Those answers are made immediately available and it’s dynamic, so it’s based on usage, as opposed to being a static list that’s comprised of the Bank’s best guess at what people are looking for. The ability is there to run reports on what people are searching for and not finding so we can then develop content to respond to that, so its very much customer needs led. We have an internal policy now that we don’t just add content to the tool – there has to be some interest generated from customers about it.
We had a problem internally where the site looked fine from the outside but it didn’t look very good on the older browsers we are using. It was always intended as a knowledge base for both customers and staff. We wanted to promote it to staff and make sure they used it, and they knew how it looked and operated for customers. Ideqa worked hard to fix the problem for us and did a lot of back end development to ensure the site looked good internally.
At the moment there hasn’t been a lot of change, but I think they’ll be some seasonality to it. Around tax time I think we’ll see tax related questions enter the top 10.
The new knowledge base is proving extremely handy for our contact centre people to refer to, and social media people to send links through to customers on Facebook and on Twitter. It’s still early days to see the reduction of calls to the call centre and there’s some development work to be done on the Bank’s platform to get our search bar working with the Right Now tool. At the moment customers have to click on the Help section on the header bar rather than typing a question into the search bar on the home page. Once it becomes more searchable we’ll see a huge uplift.