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Customer-centricity case study: AIB Merchant Services

How we helped AIB Merchant Services reduce attrition through a singular customer focus

about aib merchant services

AIB Merchant Services is a leading provider of payment solutions, with extensive operations in Ireland and Britain, and with card processing capabilities throughout continental Europe. They process millions of payments every day, across all major credit and debit cards and channels, and consistently provide superior customer service.

1. The challenge

AIB Merchant Services’ market is characterised by strong levels of switching. Merchants tend to view payment providers through the lens of business enablement with limited differentiation perceived between providers.

2.  How W5 helped to roll out an effective VoC programme

We started working with AIB Merchant Services in 2015 by exploring how to empower the organisation to use customer experience as a strategy, not only to stem churn but also to drive customer acquisition.
Engaging all stakeholders was a key pillar in the customer-centricity project. We designed and mobilised a performance measurement and insight programme which, in real-time: 
  • Informs all stakeholders of customer reaction to the ‘on-the-ground’ performance across six customer journeys (which we mapped and improved);
  • Delivers an ongoing pulse of the health of the overall relationship with key customer segments; and
  • Provides a service recovery loop to allow AIB Merchant Services to reduce attrition by solving problems quickly.

3. Results

Through understanding, translated to deep and actionable insights, cooperation across the organisation was enhanced, informing operational improvements that were successfully implemented. Churn was reduced by over 20% within 18 months.
The key to the project’s success was the ability to demonstrate the direct link between customer churn and inefficient and ineffective processes and behaviours. The award-winning customer-centricity programme highlighted to employees and others the difference that their individual behaviours could have on the business.

What AIB Merchant Services said about the project

“With W5 you don’t just get a custom-made, first class, feedback measurement programme, you also get a really experienced team in all aspects of CX management and measurement. Learning from them and bringing that understanding back into our business has been a key benefit.”

Allison Payne
Client Experience and Complaints Manager, AIB Merchant Services
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Clients we've helped

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