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TESCO Bank
Insight driven Customer Experience improvements
Ethnographic field study and service blueprints of current & future state
BRIEF
EY-Seren were asked to develop a more holistic approach to fraud and financial crime risk management by
focussing efforts on the end-to-end customer journey to support the TescoBank Customer 2020 programme
and optimise Tesco Bank’s fraud current prevention capability. The multi-disciplinary team covered areas from
system architecture to security and I was there to focus exclusively on the customer.
CONTRIBUTION
I undertook an ethnographic field study of customer service agents at all levels. This was necessary in order to
fully understand the entire customer life-cycle from initial engagement through to resolution and areas such
as: Customer interaction; Tools and systems used; Activity patterns; Constraints and critical issues.
This involved the application of multiple research techniques:
• One-on-one interviews
• Customer feedback analysis
• Shadowing
• Verbal concept testing
• Website review
FINDINGS
The research report exposed several areas for improvement, each fully supported by documented evidence
and proposed remedial action. Each issue was aligned to existing business critical initiatives:
• Educating customers about fraud
• Contact strategy promoting self-cure
• Making contact about a fraud or suspicious transaction
• Identifying the customer and the bank
• Fixing a fraud
OUTCOME
I also created a series of comprehensive user journeys, focusing on the top 5 customer issues, based on a
real customer experience. Each mapped the current state user journey (pain points, duration, customer
mind state etc.) and also an optimised future state including the business & customer experience benefit.
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