01
Client context
A financial services provider wanted to understand why digital engagement was uneven across customer segments and what would improve retention.
02
Business challenge
Internal data showed what customers did but not why. The business needed to understand motivations, frustrations and switching triggers across segments.
03
Research objective & questions
Explain uneven digital engagement across segments and identify the experience improvements most likely to improve retention.
- How do different customer segments choose and evaluate financial products?
- What moments in the journey create friction or build trust?
- What triggers customers to reduce usage or switch provider?
- Which improvements would most influence satisfaction and loyalty?
04
Methodology & approach
- Qualitative
- In-depth interviews and focus groups across life-stage and digital-maturity segments.
- Journey mapping
- Co-created journey maps highlighting moments of truth.
- Quantitative survey
- Online and CATI survey to size segments and measure satisfaction drivers.
- Driver analysis
- Statistical analysis linking attributes to NPS and satisfaction.
05
Sample & geography
- ~24 IDIs
- 4 FGDs
- ~1,000 survey respondents
- Geography — India (metro and tier-2 cities)
06
Key findings
- Trust and transparency concerns mattered more than feature breadth for less digitally mature customers.
- Onboarding and first-issue resolution shaped long-term perceptions disproportionately.
- Switching was often triggered by a single poorly handled service interaction.
- Segments differed in preferred channels for advice versus transactions.
07
Business implications
- Redesign onboarding around reassurance and clarity.
- Prioritise service-recovery processes for critical moments.
- Tailor channel strategy by segment rather than a single digital-first approach.
08
Outcome
A prioritised set of experience improvements and a segment-level measurement framework for ongoing tracking.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.