Logged-in journeys are core to what we do.
But the user experience rarely sits neatly in one channel, one journey or one sector.
We look at the wider picture, from onboarding and communications through to digital servicing, telephony and support.
A few BehindLogin myths, busted.
Do we only look at logged in experiences?
Understanding what competitors really deliver to logged-in customers is core to what we do.
But the customer journey rarely starts or ends there. For many clients, we look at the joined-up experience. From communications, onboarding, account activation and servicing alongside the product itself. Inside and outside the login.
Because the customer doesn’t experience these as separate journeys, so neither should the research.
Do we only focus on digital journeys?
Digital is where much of our work sits but what happens when digital isn’t available, doesn’t work or isn’t accessible?
Telephony, email, notifications and human support can suddenly become the most important part of the experience. Our research shows that when these channels are needed, they’re often really needed.
Poor experiences at the moments when it matters can create significant customer friction and be expensive to service.
The channel mix matters just as much as the app.
Does our research only cover the UK?
Most of our clients are based in the UK, but our benchmark visibility will often take us overseas.
By taking a view across EMEA, the US, LATAM and APAC, we’re able to spot fresh approaches that break free of local market and cultural norms and this is great inspiration for all.
For example, within our Chatbot Benchmark Report, Bunq secured 2nd place, whilst Bank of America came top for personalisation.
We sometimes observe that international tech players have deep pockets and this shapes their ability to design and innovate. The scale is often reflected in the size of the teams we work with.
Do we only work in financial services?
Financial services is a sweet spot for us, across banking, pensions, investments and insurance.
Looking beyond FS is vital, as it allows us to share best practice and inspiration across a range of markets. We also work across utilities, retail and other sectors where important parts of the customer experience sit inside a secure or personalised environment.
Beyond the competitor’s claims, the challenge begins when:
- Personal data shapes the experience
- You need a particular customer profile
- You want to focus on a specific touchpoint
This is where we come in.
The harder it is to reach, the more interesting it gets.
Whatever the journey, platform, location or industry, this is joined-up product insight, based on what real customers actually experience.
