Size and Understand Purchase Path

Client Experience Design & Insights (CXDI), RBC Royal Bank of Canada

Context

RBC, a market leader in Canada’s newcomer market, has been dedicated to insight-driven strategies to meet and exceed New Canadians’ expectations. In 2019, in addition to the brand-centric view of customers, RBC teamed up with Nexxt Intelligence to explore how the role of a brand fits into customers’ purchase journeys.

Research

Journeys are individual and complex. We “went on the journey” with 925 newcomers through visual user interfaces and individualized conversations – to get as close as possible to the different paths, while identifying common touchpoints, triggers, frustrations, etc., without creating an onerous research process. 

inca showed this interactive journey building interface during the chat to encourage participants to provide detailed steps.

Outcome

By mapping different styles and preferences based on purchase journeys, the study provided our client with powerful insights to help build the right experiences that address the right need states; and identify where and  why consumers feel assured or frustrated at key points on their path-to-purchase. We looked into both customers acquired (for improved path-to-purchase for future customers) and opportunities missed (for improved  conversions). A holistic view of different customer types in relation to brand was useful to optimize various elements of the brand message, product/service and touchpoints.

“inca made it easy for respondents to provide journey mapping details that most would not typically remember. The findings enabled us to quickly see and size hidden opportunities to improve and gain competitive edge.”—Susane Orlowski, Client Experience Design & Insights (CXDI), RBC