Client: KCB Bank Kenya
Partners: KCB CX Team, Bursara Center for Behavioural Science
Sector: Retail Banking
Services: Branch Experience Design, Mobile UX Audit, Customer Journey Mapping
Exceptional customer experiences in their branches and digital platforms.
Elevating in-branch experience for the bank with the largest branch network in East Africa and leverage digital platforms to set themselves apart from their competitors.
The Challenge
How do you ensure your customer receive an exceptional customer experience across your different touchpoints? What are the unexpected frictions, and challenges that come about from successes in the move to digital?
Our Approach
In the effort to decongest branches countrywide, Marathon undertook Branch Context Mapping to comprehensively follow and understand customer micro-interactions and pain points at the branch as they enter, queue, wait, transact and leave. We used hi-res illustrations to demonstrate and simulate all branch activities in the research phase.
We mapped current-state customer in-branch experiences under entering, queue, wait, transact and leave steps showing all touchpoints used and customer emotions observed. We prepared current-state staff and customer journeys and service blueprints and co-created the new in-branch experience.
The outcome
The new staff and customer journeys were presented in detailed future-state journey maps and service blueprints. We developed future branch layout designs and staff playbooks to be used in the delivery of elevated CX that reduces wait times and other customer complaints and co-developed a branch transformation roadmap that prioritizes branch transformation activities.
Cross-organization co-creation sessions led to buy-in for the CX transformation agenda.
We also provided a UX Audit of their Banking App and USSD menus, leading to improvements which were applied to both channels.