Lots of data but no maps
When I joined, the organisation already held extensive insight about customer behaviour. However, this information was spread across teams and had not yet been combined into service blueprints or customer journey maps.
People and processes
Branches across Spain and a call centre handled FX transactions.
Interviewing staff and reviewing recorded sales calls revealed how services were delivered and how customers interacted with agents during transactions.
Product performance
Analytics, tracking, surveys and reviews provided both quantitive and qualitive data to see how the products were performing with users.
Overall, digital products handled routine transfers, and customers used agents for complex or high-value transfers.
Platforms
Currencies Direct had developed extensive in-house backend systems.
Multiple internal platforms supported both digital products and sales teams, making it important to map where these systems appeared in the service journey.