Innovating a sub-prime lending omnichannel experience for the next generation of customers.

Background

Advance America is a leading provider of loans for credit challenged individuals. They faced increased pressure from both existing brick and mortar and newer online only providers. To expand their market share and grow they needed to uncover the most important jobs to be done for customers, prospects, and teammates. They also needed to understand how to deliver an omnichannel best-in-class customer experience for the next generation of customers.

Research Methodology

A rigorous multi-layered CX Study that featured:

• Call Center Employee One-on-one Interviews and Small Groups

• Call Center Phone and Chat Monitoring

• In-store Teammate In-depth Interviews

• In-home Customer In-depth Interviews

• In-store customer observations and intercepts

• Online In-depth Customer Interviews

• Secondary Research of Existing and Emerging Online Competitors

Deliverables

• Brand Repositioning and Customer Experience Strategy

• Customer Jobs To Be Done Strategic Framework

• Customer Persona Identification and Loan Journey Experience Strategy

• Omnichannel Innovation Experience Strategy

• Omnichannel Experience Prototype Recommendations