You have 8 weeks to make your plan.. where do you begin?
We will assume that at this point you have established a working group responsible for ensuring that Consumer Duty is a business priority.
Hopefully you have included customer champions in that group – their perspective might be from risk and compliance, customer experience or user-centred design.
That’s important because a useful first step is qualitative user research. It’s critical to understanding how well you’re helping customers achieve good outcomes and where you aren’t. As the FCA puts it, it will help you put yourself in your customers shoes.
It will also help you to corral colleagues, inspire action, build momentum and alignment – first-hand exposure to user research is the secret sauce of cultural change.
But you’ll need to apply rigour to how you do this research. You’ll need to map your customer journeys and undertake research at key points across them.
You’ll also need to define what good looks like – things that you can test for in user research – and then choose methods that credibly assess your journeys against those criteria. For example you might look to test comprehension during a sales journey by using a post-task ‘quiz’ to probe people’s understanding.
This will give you an outside-in perspective of your customer journeys – how your customers experience them – rather than how your organisation has defined them.
