Banking has changed dramatically since the mid-1990s, when major banks began offering online services to their cus- tomers, and later, apps for mobile devices. Many banks are now internet-only. In 2014, Atom Bank offered the first “app-only” bank in the U.K. The company is very proactive in collecting feedback from multiple sources, including mortgage, saving, and deposit products; reviews; customer complaints; call cen- ter notes; and surveys. However, the insights gained from each channel remained siloed, so a full view of the customer was not possible. With a rapidly growing customer base that doubled in just 1 year, Atom Bank wanted to ensure continuous improvement that incorporated customer feedback.
The company selected Thematic’s customer feedback analysis solution to integrate and analyze feedback from seven channels, including the App Store, Trustpilot, Salesforce, and its CX platform. Thematic analyzes the data to reveal themes from all these sources. Atom Bank analysts can edit the themes based on their knowledge of the company and its customers. The results are used to improve operations, product quality, customer experience, and complaints-handling. Atom Bank experienced a 69% reduction in calls about rejected mortgage requests, a 43% reduction in calls about savings products, and a 40% reduction in device-related calls. Atom Bank is able to distinguish the verbatims that impact metrics from those that do not affect it and can also differentiate among customer segments.