Leaving a comment on social media. Lodging a complaint at a branch or through the contact center. Responding to a survey. Reviewing the mobile app. These are all ways that Regions customers provide feedback. At Regions, listening and responding to that customer feedback is essential to improving products and services – and to provide a best-in-class customer experience.
In fact, in 2019 Regions began developing new technology that aggregates customer feedback from various sources to help the bank identify and respond to emerging trends more quickly. Known as rVOiCe, the data-driven tool uses artificial intelligence and text analytics to turn institutional knowledge and customer feedback into actionable insights.
For example, when Regions launched its new mobile app in 2020, rVOiCe identified a customer concern around deposits and transfers. Teams quickly realized there was a setting interfering with transactions and the production team had a fix within a week.
In addition to using feedback to pinpoint technical issues, teams are also using rVOiCe to listen more closely and better understand what customers want. While check images had been available in online banking, aggregate feedback in rVOiCe showed that customers wanted to be able to view check images on their mobile devices through the app. So, Regions accelerated the development and deployment of check images in the mobile app. This feature has been a favorite of customers since its rollout.
“rVOiCe is informing our digital roadmap more than ever before across all of our lines of business – Consumer, Corporate and Wealth” explains Andy Hernandez, Chief Digital Officer.
rVOiCe is informing our digital roadmap more than ever before across all of our lines of business – Consumer, Corporate and Wealth.
Andy Hernandez, Chief Digital Officer
Roundtable Discussions and New Solutions
While rVOiCe is one of the newest tools Regions has developed to better collect and analyze customer feedback, it’s not the only resource.
Regions has a comprehensive enterprise customer complaint program focused on tracking and addressing customer complaints, as well as identifying and implementing improvement opportunities across the company. In addition to rVOiCe, there are several methods used to identify emerging and systemic themes in complaints. One of those methods is a roundtable, composed of key leaders throughout the bank, who review complaints and trends to identify emerging and recurring themes. The roundtable documents action plans to improve the customer experience and meets monthly to discuss progress. This has led to several product and service enhancements over the years.
For example, the analysis of complaints related to marketing promotions confirmed an opportunity to provide better visibility into customer fulfillment of promotional hurdles and incentives. Teams from marketing and information technology worked together to develop Offer Tracker, which enables Regions associates to assist customers by allowing associates to view customer progress towards the fulfillment of requirements for promotions. Cross functional teams continue to monitor feedback regarding the tool and add functionality, with plans to ultimately launch the tool directly to customers.
Recently, the roundtable helped identify issues around digital banking logins and credential resets. Customers weren’t satisfied. Sometimes, resets could take several minutes – no matter how they tried to do it. And the roundtable learned that the frustration with the process wasn’t limited to customers; bankers also weren’t satisfied when they couldn’t take care of this simple request easily and quickly. So, teams within the bank worked to create a better process and tool, one that allows branch associates to handle these reset requests simply and more quickly. As a result, branch bankers can better serve the customers in front of them and wait times have been significantly reduced. This tool has also been rolled out to contact center associates to enable them to help with credential resets when customers call for assistance.
By collecting feedback and continuously improving, Regions is able to provide superior service focused on the customer. So use the “feedback” feature that can be found on regions.com, in online banking, or in the mobile app and share your experience. Regions is listening.