Ongoing Discovery and Tracking Trends
Franklin Templeton Investments has a dedicated voice of customer (VoC) systems that documents inbound customer comments. However, these systems primary analysis focuses on the transfer agent and sales side of the business, not necessarily the web experience.
To gain insight into this area, the User Experience team created a repository of web related TA and sales VoC comments. The team then coupled these with internal user experience research (interviews, focus groups, survey statements, feedback comments).
Having one centralized location for multiple sources allowed the team a high-level view to track customer trends, identify enhancements, inform projects on user priorities, and determine areas where future research was needed. Also, it served to be a great resource to help educate internal business partners on the companies customers and clarify internal assumptions on user needs.
Overall User Experience Process
- Establish Sharepoint centralized repository for multiple VoC sources
- Coordinate resource effort to enter in source data
- Evaluate and tag customer comments and issues
- Identify and visualize long-term trends and monthly volume of customer themes
- Gather examples to support and inform future-state enhancements and projects