Client
RBC Royal Bank of Canada

2019

Through Nexxt Intelligence| inca ’s interactive journey mapping interface and personalized 1-to-1 SmartProbing, Nexxt Intelligence collected over 900 unique journeys for RBC.  This approach uncovered common touchpoints, triggers, and frustrations at scale— all achieved within a fraction of the typical human workload effort. 

Context 

RBC, a leader in Canada’s newcomer market, sought to understand the unique challenges and journeys newcomers face as they integrate their finances into a new country,

Mapping these customer journeys  however isn't simple.  Journeys are deeply individual and often complex, with many details difficult to recall after the fact.  This challenge especially  pronounced in RBC’s case:  previous studies revealed that newcomers typically open a bank account within days of their arrival— a time marked by high stress and competing priorities.

Traditionally journey mapping is conducted in a qualitative environment, guided by a moderator. While this approach allows for probing and expanding on memories, it’s both expensive and difficult to scale. As a result, it can be challenging to identify overarching trends or account for the diverse journeys of different segments.

Adding to the complexity, today’s customers often navigate cyclical, multi-channel paths that defy traditional linear mapping. That’s where Nexxt Intelligence| inca excels. By enabling research at scale, the solution not only uncovers big-picture trends and patterns but also contextualizes individual journeys within a broader perspective.

Research

Using Nexxt Intelligence’s award-winning inca solution to guide participants through individualized conversations that would jog their memory, RBC also leveraged the platform’s interactive journey mapping tool during the online session. Over 900 newcomers shared detailed experiences, by plotting  on a ‘drag-and-drop’ timeline how they navigated their banking decisions. The study uncovered common touchpoints, barriers, and emotional triggers throughout their journeys.

Outcomes

With these insights, RBC was able to craft targeted experiences that optimized messaging, product offerings, and customer support to better address newcomers' needs, enhancing loyalty and engagement.