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Customer experience transformation case study: Allied Irish Banks (AIB)

Using customer understanding to design transformative experiences

about allied irish banks

Allied Irish Banks (AIB) is one of the ‘Big Four’ commercial banks in Ireland. AIB offers a full range of personal, business and corporate banking services. After the financial crisis, AIB committed to an ambitious customer-centric strategy as the key long-term focus for the bank.

1. The challenge

Differentiation in retail banking, as in other sectors, is increasingly difficult, as technological advances democratise the availability of many service capabilities for users across brands.  Customer experience is where there’s a real opportunity to gain that differentiation and one which AIB was keen to exploit.

2.  How W5 helped Allied Irish with customer experience transformation

We developed a ‘Customer Pulse’ protocol to allow AIB to identify those experiences that positively and strongly differentiate the brand on customer experience, particularly on emotional impact. The protocol involved the collection of psychological and customer-reported feedback to support customer experience transformation efforts.

3. Results

The project enabled the AIB CX department to truly stand in the shoes of customers and learn more about how to move beyond satisfying customers to truly connecting with them and delivering transformative customer experiences.
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Clients we've helped

We helped AIB Merchant Services to significantly reduce churn by rolling out our award-winning customer-centricity programme.
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We worked alongside Allianz supporting the development of a road map to customer centricity.
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We've worked with Gas Networks Ireland since 2007 measuring their performance and providing the insight that led them to deliver an award-winning service.
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The W5 team coached and trained ESB Networks in CX strategy and implementation to help them overcome key challenges and identify opportunities to improve experiences.
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Our customer journey mapping for Dublin Bus put its customers at the centre of operations and helped to breed a unified customer-first culture.
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By focusing on the voice of the customer, we enabled Jameson Whiskey to understand the impact of its visitor experience and boost NPS.
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We designed and built a VoC programme to help Irish Water better understand customer behaviours and carry out continuous CX improvement initiatives.
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We developed a ‘Customer Pulse’ protocol to enable AIB to identify customer experiences that positively and strongly differentiate the brand to improve customer satisfaction.
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Our CX strategy design and customer feedback programme helped eir to improve NPS, reduce churn rate and boost customer acquisition.
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By mining data to unveil deep customer insights, we helped Norwegian to address key customer issues, leading to the airline winning a Best Customer Service award.
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Get in touch with the W5 team about customer experience management or chat with us online.