Capitec

The Fraud Customer Experience Journey

Persona Development

Service Blueprint & Customer Journey Mapping

User Research

Stakeholder Interviews

Background

Capitec, one of the leading banks in South Africa, faced public scrutiny after a customer voiced their dissatisfaction with the fraud department via social media. This sparked the launch of a research project aimed at understanding and improving the fraud customer experience. The project focused on uncovering pain points in the customer journey and providing actionable insights for internal improvements.

My Role

My role was to conduct in-depth research, facilitate interviews, and visualize the findings for key stakeholders. The goal was to provide a comprehensive understanding of the customer journey during fraud incidents, allowing stakeholders to make informed decisions for future improvements.

Problem Statement

The fraud department’s customer experience was receiving negative attention, particularly on social media. The challenge was to identify the pain points in the fraud reporting process and provide insights to help Capitec enhance the overall experience for its customers.

The Process

To tackle this challenge, I followed a structured approach that combined qualitative and quantitative research methods. By analysing data from multiple sources and collaborating closely with stakeholders, we were able to uncover the root causes of customer pain points and visualise the entire journey.

Data Collection: I conducted research using various sources:
- Analysed recorded customer service calls to identify patterns in fraud-related interactions.
- Monitored the HelloPeter complaints site for recurring customer grievances.
- Interviewed call center agents handling personal banking and customer service to gather insights from the frontline.
- Analysed customer feedback emails to understand the pain points from the customer’s perspective.
Persona Development: Based on the data collected, I developed personas that represented different types of customers experiencing fraud. These personas highlighted their specific needs, pain points, and preferences during their interactions with Capitec’s fraud department.
Journey Mapping, Business Process Mapping & Visualisation: I created a hybrid visual that combined elements of a service blueprint and customer journey map. This visualization not only outlined the various fraud customer journeys but also included an internal business process map. This allowed stakeholders to see how internal processes aligned with and impacted the overall customer experience at each stage. The visual also provided a structured space for ideation sessions, enabling stakeholders to explore solutions for the pain points identified.

The Value Add

Comprehensive Personas: Capitec gained a clearer understanding of their diverse customer base, specifically regarding fraud incidents, through the developed personas.

Actionable Insights: The hybrid visualizations provided a clear and comprehensive overview of the different fraud journeys, along with internal processes, enabling stakeholders to address pain points and improve internal workflows.

The Insights and Lessons Learned

Understanding the Customer Journey is Key: Through detailed research, it became clear that visualising both the internal and external processes is crucial for identifying areas of improvement in the customer experience.

Cross-Departmental Collaboration: Engaging with different departments and stakeholders ensured that the solutions were holistic and addressed both customer-facing and internal challenges.