Banking on trust: How Bank First transformed its CX and enabled co-creation with its members

Prior to implementing Qualtrics, Bank First’s Voice of the Customer (VoC) program, feedback was previously collected through surveys sent after interactions, often lacking immediacy, preventing the bank from making timely improvements to enhance member experiences.

With a limited number of listening avenues, the diversity of feedback was restricted, and as a result, capturing insights from a broad range of members became a focus area to ensure product and service enhancements was a reflection of the entire member base.

Bank First’s earlier VoC program used over 25 surveys focused on onboarding, which had inconsistent questions that complicated the ability to derive actionable insights. The team recognised that consolidating these efforts could enhance their feedback strategies.

Initially, feedback data were stored in spreadsheets accessible to a few employees, necessitating extensive manual analysis to identify key moments. Streamlining this process was seen as essential for uncovering opportunities for CX improvement.

“Inconsistent survey questions and delayed feedback meant we were often reacting to outdated or incomplete information. We needed a system that allowed us to capture real-time, actionable insights.” – Suizy Luong, Senior Product Manager, Member Insights and Design, Bank First

Recognising the opportunity for a meaningful evolution in their VoC program, Bank First envisioned a strong foundation to equip CX teams with insights that would facilitate the design and co-creation of banking experiences with its members.

With the support of Act XM, Bank First implemented a VoC program on the Qualtrics platform. This program enabled the capture of key listening points during pivotal moments in the member journey, utilising metrics such as Net Promoter Score (NPS), Overall Satisfaction (OSAT), and Customer Effort Score, thereby creating a richer understanding of member experiences.

Bank First has transformed its service recovery process with the implementation of a robust dashboard, now accessible to every single employee, and used actively by over 40% of its workforce (member-facing frontline teams, transformation / innovation team, digital teams, marketing teams). 

This newfound accessibility allows frontline teams to proactively address customer service issues in real-time, significantly improving both response times and operational efficiency. From product design to strategic planning, Qualtrics has become an invaluable asset for deepening Bank First’s commitment to member-centricity.

• Member-facing Contact Centre and Branch teams use the platform as part of their weekly routines to review member insights, identify areas for improvement, and celebrate successes.
• When upgrading its internet banking platform and designing digital features, the product team was able to drill down into categories and demographics to review deeper insights. They were able to co-create new features / content and cater to the complex needs of members from different demographics. 
• Bank First co-created the design of its internet banking and mobile banking apps using direct, ongoing feedback from its members. 

Through these efforts, Bank First has established a culture of continuous improvement and innovation, reinforcing its dedication to meeting the unique needs of its members.