Using service design as an exploratory approach to gain customer insights and analyze customer experience in the area of finance
Translated title
A case study in Danske Bank
Authors
Stensnæs, Sussie Skaarup ; Beyer, Sanne Neumann
Term
4. term
Education
Publication year
2018
Submitted on
2018-05-31
Pages
164
Abstract
Dette kandidatspeciale, gennemført fra februar til maj 2018 på uddannelsen Service Systems Design ved Aalborg Universitet København, er lavet i samarbejde med Danske Bank. Projektet undersøger, hvordan kundeoplevelsen kan forbedres, når man som lejer får behov for et forbrugslån i forbindelse med at leje en lejlighed. Vi brugte kvalitative metoder som interviews og workshops til at kortlægge de eksisterende serviceydelser og kunderejsen, og til at identificere kunders vigtigste behov og smertepunkter. Flere aktører deltog i processen, herunder forbrugere og medarbejdere fra Danske Bank. Indsigterne dannede grundlag for idéudvikling: gennem en ideationsworkshop med bankens medarbejdere og vores egne idéprocesser blev der skabt fem idéer, som efter feedback blev videreudviklet til syv anbefalinger til Danske Bank. Anbefalingerne fokuserer på at gøre information lettere at finde, styrke kundernes finansielle viden, give værktøjer til selvhjælp, være til stede på nye kanaler og gribe udfordringer tidligt i kunderejsen, så negative oplevelser kan vendes til positive.
This Master's thesis, completed from February to May 2018 in the Service Systems Design program at Aalborg University Copenhagen, was conducted in collaboration with Danske Bank. It explores how to improve the customer experience when renters need a consumer loan in connection with renting an apartment. Using qualitative methods such as interviews and workshops, the project mapped existing services and the customer journey to identify key customer needs and pain points. Several stakeholders took part in the process, including consumers and Danske Bank employees. These insights informed ideation: through an ideation workshop with bank staff and internal sessions, five ideas were generated and, after feedback, developed into seven recommendations for Danske Bank. The recommendations aim to make information easier to find, build customers’ financial knowledge, provide self-help tools, be present in new channels, and address issues early in the journey so negative pain points can be turned into positive experiences.
[This abstract was generated with the help of AI]
Keywords
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