Turning Feedback into Forward Motion: A VOC-Driven Digital Banking Transformation

The Solution: Phase 1

The DRG was brought in to take over reporting for the program. What began as a focused reporting engagement quickly evolved into a much larger strategic partnership. Impressed by our ability to synthesize data, deliver compelling insights, and provide clear direction, the bank soon asked The DRG to take over the entire digital CX program.

Key elements of our ongoing support included:

• Full program assessment and enhancement
• Consulted on dashboard design and ongoing data visualization management
• Monthly reporting and insight delivery to executive stakeholders
• Key driver analysis and tracking of satisfaction, loyalty, and conversion metrics
• Deep dives into areas like mobile app, website experience, and money movement
• Specialized analyses, including legacy vs. new customer experience, stack analysis by conversion date, time-of-day usage behaviors, and demographic segmentation shifts

From there, the work expanded into a long-term collaboration aimed at transforming the bank’s digital experience. Several core challenges shaped our work together:

• Plateaued satisfaction: Despite strong app performance relative to the bank’s other digital platforms, satisfaction metrics were stagnant and below internal targets.
• Competitive pressure: Industry leaders were gaining ground with more intuitive, personalized experiences, especially among high-value customer segments.
• Technical friction: Login issues and navigation pain points were undermining customer confidence and usability.
• Evolving expectations: Younger, multicultural, and mobile-first customers expected more than just functionality – they craved relevance, ease, and emotional connection.

We uncovered not just what was happening in the digital experience, but why – revealing solvable pain points and opportunity areas across platforms and customer segments. From there, we helped the bank reframe their digital CX goals, created a new measurement framework aligned to larger strategic priorities, and integrated business intelligence and operational data with customer feedback where possible to create a total view of the digital customer journey.

The Solution: Phase 2

A standout moment in our partnership came when the bank was ready to relaunch its mobile app, one of its most visible and impactful digital assets and central to a major business goal. With competition intensifying and consumer expectations rising, this wasn’t just a redesign – it was a reinvention of their digital banking experience.

It started with robust diagnostic analysis to understand why their app satisfaction scores weren’t improving. Our team combined quantitative VOC data analysis with a representative sample of digital banking users nationwide, competitive benchmarking across industry leaders, secondary research and trend analysis, and synthesis of operational and tracking data.

Findings from this study – combined with ongoing CX insights – fed directly into our development of a high-impact goal-setting workshop for the bank’s internal stakeholders. There, we introduced tools like a scenario calculator, which helped internal teams model how improvements in experience drivers could influence CSAT scores and digital loyalty.

From the workshop came a roadmap of high-priority improvements:

• Self-service optimization to reduce reliance on call centers and branches
• Faster, more reliable login and smoother navigation experiences
• Simplified digital workflows for key tasks like bill pay and transfers
• Personalized, emotionally resonant interactions, including proactive service and in-language support
• Enhanced feature sets to reduce channel-switching and keep users within the app ecosystem

The Wins

This work culminated in a successful mobile app relaunch, a recalibrated digital CX scorecard, and new enterprise-wide goals for digital satisfaction and loyalty. Even more significantly, our work laid the foundation for ongoing digital transformation. As the bank’s ambitions expanded, so did our role.

Today, The DRG continues to be a strategic partner, helping the bank monitor performance, adapt to shifting consumer behaviors, and identify future innovation opportunities. The partnership has grown from solving a single problem to co-creating a vision for customer-centric, digitally empowered banking.