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One of the world's largest financial institutions serves individual consumers, small and middle market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk-management products and services. They are top-tier globally in terms of deposits, assets and debit and credit cards, serving millions of consumers and businesses, guided by a corporate mission to provide unmatched customer convenience.
A very active customer base generates over 1.3 billion calls per year handled by self-and assisted-service channels. A corporate strategic goal was to raise customer satisfaction and delight combined with a key tactical goal to improve self-service automation rates and experience. The organization wanted to understand how their customers actually move through a variety of self and assisted processes. Most pressing was a desire to discover the paths and actual customer experiences within the interactive voice response (IVR) system, given the call volumes and the bank's abiding principle of offering customer convenience.