Improved online customer experience
During Allied Irish Banks’ (AIB) redevelopment of their website we advised their bancassurance subsidiary, Ark Life, how to get the best from the changes that were being mandated for their business by AIB.
Their challenges
AIB intended to create one comprehensive sites with channels for its various subsidiaries based on product lines. AIB’s team was working to a single model for the customer experience, online customer journey, site architecture, page layouts and so on. This raised an issue for Ark Life as its customers’ needs would not fit with this design model.
Our approach
We analysed the existing customer journey, both online and off-line, understood the significant customer needs for information and service requests then set about documenting an approach that would accommodate both Ark Life’s business needs and those of AIB.
Project outputs
- Comprehensive customer journey
- Specifications for the Ark Life microsite architecture and navigation
- Page layout frames
- Totally revised website copy
- Totally new e-brochures
Outcome
AIB implemented our recommended approach according to the specifications and produced an extremely user-friendly online customer experience, which integrated better with other service touchpoints. With the website now easier to navigate and containing more relevant information, including current fund values, customer were able to self-service more readily and reduce their service requests by 35% to front-line staff.