Building Stronger Customer Relationships

We provide on-going on-site support to the Nationwide Usability Centre, usability testing their products and services including websites, literature and cash dispensers.

Nationwide Building Society has a dedicated Usability Centre which evaluates the ease of use of its products, systems and services to help identify the most effective way of dealing with its members.

Any product that Nationwide is developing or improving is evaluated at the centre by members and employees.

Inside the centre there is a fully working branch, a mock-up of a call centre and a real home from home – a comfortable lounge complete with TV, sofa, home office and a kitchen/dining area.

Centre manager David Followell explains, “We want to recreate a member’s experience of using our products and services as closely as we can, whether it’s in a branch or at home in front of a PC or television.   This realistic set up ensures we get as authentic a response from members as possible.”

A team of System Concepts usability consultants led by principal consultant, Sue Mackenzie, has worked closely with Nationwide evaluating a broad range of products including:

• web sites (internet and intranet)
• e-business services
• self-service machines
• call centre and customer relationship marketing (CRM) technology
• marketing literature.

The work supports the society’s market research by making solid recommendations for the successful implementation of products in real life.

By testing prototypes and mock-ups any modifications needed to improve their usability and to meet member expectations can be made before finalising the content or design.

Usability Testing a Self-Service Cash Machine

We recently evaluated a new self-service cash machine which accepts both passbooks and cards, and offers a wide range of services.  Members were asked to attempt various tasks such as checking their account balance and withdrawing a cheque.

We monitored each person's responses, analysing issues including:

• if people could follow the instructions easily
• their views on the layout and feel of the machine
• their reaction to the language and graphics
• how long it took to complete the tasks
• success rates in completing the task.

As a result of our recommendations, modifications were made to the instructions and terminology used and the layout and presentation.  The machines are now in use in branches across the UK.

Usability Testing Customer Letters

Unclear customer letters can generate unnecessary enquiries for branch and call centre employees.  Re-wording the letters reduces queries and saves time, money and patience for both customers and staff.

We evaluate a lot of member communications for Nationwide.  A typical example was a letter intended for members holding discontinued accounts advising them of current alternatives.  We:

• Evaluated the letter with a group of members to see if they understood the options on offer and what they should do next.
• Identified the areas which would generate further enquiries.
• Suggested modifications to ensure the communication was clear and easy to understand for customers.

What Does the Client Say?

System Concepts has demonstrated considerable expertise in understanding the objectives of the centre and works seamlessly as part of the Nationwide team whilst still offering clear-cut objectivity.

Always flexible and professional, the System Concepts team has consistently delivered high quality feedback of results and practical recommendations which have made a significant contribution to the advancements made by the centre.

David Followell, Usability Centre Manager