Barclays: Revolutionizing the Customer Experience

Financial services firms are facing mounting pressure to improve customer experiences. Within this environment, organizations must adapt their operations at every level of the business to keep up with client demands. A Protiviti study described the focus on customer experiences in financial services as an “all hands on deck” type of situation.

Digital transformation is increasingly necessary for firms trying to improve customer experiences, and Barclays is a prime example of an established organization adjusting to meet new demands.

Digital transformation has played a critical role in helping Barclays create positive customer experiences.
Digital transformation has played a critical role in helping Barclays create positive customer experiences.

Barclays is one of the oldest and most respected financial institutions in the world. Its foundations go back more than 300 years. This bank funded the first industrial steam engine, launched the first ATM and, 50 years ago, created the first major credit card in the United Kingdom, the Barclaycard. Through its history, it has been a brand focused on the customer. Its operations are designed with the customer in mind.

From this history, Barclays has emerged as one of the world’s leading financial institutions. It operates primarily as a trans-Atlantic corporate, consumer and investment bank and is experiencing a period of transformation around digital processes and services. This is where Appian has stepped in to help Barclays adjust to digital workflows while maintaining its focus on customers.

Establishing Customer-Focused Processes

Building a process architecture that creates positive customer experiences depends on understanding how users interact with services over a wide range of devices and channels. As a result, services must be flexible enough to reach customers in the diverse ways they are using devices and interacting with institutions. Barclays has been working to transform its operations to support these unique customer journeys.

“We know that customers aren’t a one size fits all,” said Elizabeth O’Connor, vice president of fraud investigations for Barclaycard U.S. “So we try very hard, even with our partners, to individualize the experience to each customer depending on what their need is. I think what Appian brings to the table is that we can do very unique things with the Appian model. We can ask questions that lead to other questions.”

When possible, Barclays wanted customers to have the same experience whether they were using a smartphone app, logging on to a website, talking with an IVR system or discussing an issue with a customer service representative. For processes that aren’t completely the same on each channel, the company needed to have transparency so customers would understand what each channel offered and what experience they could expect. Using Appian, they are integrating data across all channels to ensure a common customer journey regardless of how clients interacted with the financial services firm.

“Using Appian, Barclays is integrating data across all channels to ensure a common customer journey.”

When Barclays began using Appian, it did so to support the front-line teams that spend most of their time in direct interactions with customers. Improving operations around these employees was critical for creating positive customer experiences, and getting new enterprise mobility solutions into action quickly was essential to keep up with these demands. To that end, the Appian ecosystem allowed Barclays to take a development cycle that would often require months of work and get new systems out in just a few days or weeks. Accelerating service delivery to internal teams came with a focus on creating a more transparent and high-quality experience across diverse channels.

Digital interactions are beginning to dominate the financial services sector.
Digital interactions are beginning to dominate the financial services sector.

Improving Employee Interactions to Drive Customer Experiences

Establishing effective customer journeys is highly dependent on smoothing operations for employees. Prior to implementing the Appian platform, Barclays was relying on a wide range of disparate systems that forced users to switch between screens to get to the information they needed. Furthermore, they frequently ended up having to swivel around in their office chairs to ask co-workers for information and otherwise jumping through hoops to get process and data updates. Turning to the Appian platform has transformed this work environment by bringing data from diverse sources together in a central hub, letting users get a clear idea of what is happening at any time and make choices as they go. This resulted in much more adaptability and let workers change direction quickly to meet customer demands.

These big-picture gains came to Barclays as the company was able to deploy nine new processes in just 10 months through the Appian system. Furthermore, the organization reduced processing time for administrators working on the backend of processes by 84 percent. All of this resulted in a 64 percent improvement for customer satisfaction results during just the first month of the new refunds process.

Barclays is in the middle of a transformation journey and Appian lets the bank deliver at-pace solutions with a low-code app development platform. Employees can build advanced, highly automated workflows and business processes across their channels to create value throughout the business. These advantages extend out to the customer experience, helping Barclays stay true to its longstanding culture of putting clients first. Check out our video on Barclay’s digital transformation if you want to learn more.