Enabled proactive customer service and improved mortgage experience by designing a real-time customer feedback solution that captured insights at critical moments—empowering a leading Australian bank to act swiftly on sentiment and enhance customer satisfaction.
Industry
Banking & Financial Services
The Client
A major Australian banking institution with a nationwide footprint across retail branches, mobile lending, and broker channels. The client aimed to improve the customer experience during the mortgage application process by capturing and acting on real-time feedback from customers.
The Challenge
The bank lacked a structured, real-time method to gather feedback during key stages of the mortgage journey. Existing feedback loops were delayed and reactive, preventing the bank from identifying issues early enough to retain customers or address pain points.
Furthermore, the initial feedback extract was developed during a proof-of-concept phase and wasn’t scalable. It required enhancements to handle complex rules for customer contact, segmentation, product types, and organisational structures—while ensuring regulatory alignment and customer privacy.
The Solution
I led enhancements to the Real-Time Customer Feedback (RTCF) process to enable scalable, automated delivery of structured data to a third-party feedback platform. Key solution elements included:
- Customer Contact Logic: Designed intelligent business rules to control invitation timing, frequency, and eligibility—ensuring customers were contacted at appropriate listening posts and not overwhelmed with multiple requests.
- Segmentation Enhancements: Refined TML (Total Mortgage Lending) and Loan Finance Amount banding logic to improve customer segmentation and reporting.
- Multi-Application Filtering: Built logic to ensure customers with multiple applications were contacted based on the most relevant touchpoint, with built-in cool-off periods.
- Channel Hierarchy Integration: Structured the extract to support comprehensive coverage across branches, mobile teams, and direct mortgage channels, respecting organisational hierarchy and operational context.
- Data Transformation via SQL: Used advanced SQL scripting to extract, transform, and enrich the daily data, enabling clean, consistent, and rule-compliant records for the feedback platform.
Technologies Used
- SQL (data extraction and transformation)
- CSV Automation
- Customer Feedback Platform Integration
- Dynamic Banding Logic
The Result
The bank successfully operationalised a real-time feedback system across its mortgage journey, enabling teams to detect and resolve customer pain points faster.
The initiative empowered frontline teams with timely insights into customer sentiment, improved segmentation for analysis, and ensured more relevant, context-aware outreach. As a result, the bank was able to enhance its retention strategy, elevate the customer experience, and reinforce its position as a service-driven financial institution.