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Implementation of a customer needs survey at Credit Agricole

i.e. low-code as a way to reduce the reliance of the business team on the development team

In 2023, Credit Agricole collected more than 85,000 surveys researching customer needs. About 75% of these surveys are tied to customer profiles. The data gathered forms the basis for developing personalized offers of the bank's services and products.

The bank independently designed and developed the surveying process and dynamic forms for data collection, using the Eximee Low-Code platform. In this case study, you will learn the details of the project.

Credit Agricole (project accomplished solely by the bank)
Q4 2022 – Q1 2023
increased sales of banking products through improved personalization of offerings based on continuous analysis of customer needs (closed loop)

Project in numbers:

  • 8 business specialists
  • 5 low-code developers
  • 0 developers from the Eximee team (the bank independently created the application using the Eximee platform)

Why did the bank decide to go ahead with this project?

Before the implementation of the new solution, customer needs were researched using paper forms. Once completed, consultants manually entered the information into the system.

One of Credit Agricole’s main strategic objectives is environmental protection. A natural consequence is the paperless approach, i.e., the digitization of processes and services.

Digitizing the needs surveying process streamlined the work of the bank’s employees, reducing the time needed to collect customer data and eliminating the steps involved in processing paper forms.

The process

The project was carried out by Credit Agricole’s Software Development Department and involved 5 low-code developers managed by Grzegorz Rębacz. The bank’s business was represented by 8 people. 

The bank’s team decided that the new possibilities offered by the digital channels required developing a new approach to collecting data from customers. The work began with a UX workshop to design the new survey.

The bank pays attention to the language it uses in communicating with customers, so the specialists from the Communication Standards, Marketing and Simple Language team participated in the design.

The bank developed the new customer needs analysis process entirely in-house. The tools used to produce the survey were Eximee Forms and Eximee Front-End Designer modules.

Since Credit Agricole independently develops processes using the Eximee low-code platform, we were able to start the project practically immediately. In a very short time (2-3 days), it was possible to show the business the first visual effects and collect their feedback. It was valuable when creating a new (digital) version of the form, which previously existed only in the paper version. The modifications were implemented very quickly so that business could test the changes. It was important for us that the business team take part in the design workshop and preview the form in real time.

Grzegorz Rębacz
Agile Team Manager, Credit Agricole

Family and friends tests were conducted in November 2022, and in Q1 2023 the form was made available in the bank’s branches and partner outlets.

How did Credit Agricole reach the point of creating processes and forms on their own on the Eximee platform?

Credit Agricole’s low-code developers are an example of a banking team that independently creates banking processes and front-ends for clients. 

They have been working in the Eximee environment for several years, and they have been using Eximee Front-End Designer since early 2022.

Consdata provided the Credit Agricole team with training, documentation, and support from Eximee specialists. As a result, the bank’s team became independent very quickly.

Dorota Wróbel
Product Owner, Omnichannel Tribe at Credit Agricole

Outcome

From the customer’s perspective

It takes about 10 minutes to fill out a new survey. An employee equipped with a tablet asks the questions and fills out the electronic form. The survey is dynamic, meaning that the questions depend on various factors, such as whether the person is already the bank’s customer or not, or on the answers given to previous questions.

From the bank employee’s perspective

The new survey has been made available to branches and partners. The summary of the survey includes recommendations on the offer for a given customer. 

Once completed, electronic forms go through the API into the banking system, where the advisor can view them. The survey is associated with a customer and pinned to their file. A history of surveys from all branches and the bank’s customer contact center is also available. It gives the consultant a detailed customer profile and allows them to adjust offers accordingly.

The survey is constantly being improved based on the suggestions of the bank’s employees and partners. For example, it has recently been expanded to include an insurance section.

From the bank’s perspective

The bank is receiving positive feedback from branches. Consultants point out that surveys are now completed much more easily and the tedious entry of data into the system has been eliminated.

Encouraged by the electronic form of the survey, customers are more willing to provide answers.

Most importantly, the time it takes for bank employees to conduct the survey and process the results has been significantly reduced.

Conclusion

The bank is satisfied with how easily and quickly changes can be made using the Eximee Low-Code Platform. The possible next steps are integrating the survey with the CRM, customer needs analysis as well as launching and marketing new products.

This Success Story is based on an interview with Dorota Wróbel (Product Owner, Omnichannel Tribe at Credit Agricole), conducted by Tomasz Ampula.

Solutions used in this project

  • Customer communication

Authors

Tomasz Ampuła
Product Owner & Digital Transformation Expert
Helps banks optimize product sales and after-sales service. Specializes in corporate banking and omnichannel.