Listening to the Voice of the Customer

In order to give uno’s customers a home loan experience that assuaged all their doubts and instilled confidence, we first had to find out where they were being let down by other financial providers.

As part of our "outside-in" approach to CX design, we understand the vital importance of listing to the voice of the customer.

In order to collect the essential customer verbatims that are the building blocks of any human-centered CX program, we conducted in-depth customer interviews, competitor reviews, and Net Promoter Score analysis (NPS) with uno clients as they navigated their end-to-end customer journey.

Defining Customer Needs

By listening to the voice of the customer we were able to create a detailed customer journey map that allowed us to articulate critical principles such as "What customers need", "What the service must offer", "How the organization must deliver it" and, most importantly, "How customers want to feel".

Mapping these principles to an end-to-end customer journey enabled uno staff to understand them in granular detail while still being able to visualize them as part of the bigger picture.

Identifying Customer Concerns

Using the customer-driven insight uncovered by our research, we were able to identify five key phases that uno’s customer’s transitioned through and the potential pain-points they might encounter on that journey.

Having recognized core customer concerns, such as the perceived dishonesty of banks and loan brokers, the burden of form-filling and management of the application, and the customer’s need for support and motivation, we were able to work hand-in-hand with uno to create a future journey map that addressed, and eliminated, those issues.

Building Customer Empathy Into the System

By conducting in-depth customer research and building a CX design that blends customer empathy, design thinking, and business strategy, we helped to bridge the gap between uno and their customers, giving them the tools they needed to empower their clients and instilling a customer-centric culture that strives to delight with every customer interaction.

Design That Reduces Cost to Serve

Following the insights Proto uncovered, uno understood their customers needed transparency to increase their confidence and trust in financial decisions. Insights also showed customers could become overwhelmed with choice therefore needed an easy and simple way to compare home loans. As a first step to achieve this goal uno placed the insights at the forefront of their product and service innovation launched a new feature, loanScore™. A free home loan comparison tool to help customers understand the best deal, the options available to them and check offers from other lenders or brokers.

Delivering phenomenal outcomes

“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark Customer Experience Manager

Creating empathy to deliver outstanding results

“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”

Michael Storey Manager of Customer Research and Strategy at Sydney Water

Halving your customer churn

“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level

“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I’ve ever commissioned.”

Matthew Liebmann Former Chief Operating Officer

Exceptional prototyping

“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti Optimal Care Program Director

Prioritising what matters

“Proto’s in-depth customer research helped us to uncover underlying customer needs that wouldn’t have been possible without an ‘outside-in’ approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS

“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic ‘outside-in’ initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas

“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets Head of Product

Award-winning customer experiences

“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve

“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson Chief Operating Officer

Service innovation at scale

“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as ‘one team’. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies

“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Prescott-Thompson General Manager Shared Services

About Us

Find out what drives us and how our passion for designing, enabling and scaling outstanding services delivers what your customers really want.

Read About Us

Our Work

Find out how we’ve helped some of Australia’s biggest brands transform their approach to delivering an outstanding service experience.

View Our Work

Join the Proto community and receive practical resources to help you become more customer-centric!

Welcome to the Proto community! Our goal is to provide you with not only the latest insights into Experience and Service Design, but provide you with ongoing support and ideas to improve your customers and employees experience.