OP ON THE GO
Challenge OP is aiming for top customer experience while evolving from a traditional financial group to a diversified service company. One of OP core social responsibility principles is to offer services for all, also for those who do not use digital channels and who live further away from the growth centers. Brief was to develop service and spatial solution to where people are and move in their everyday lives. The scope of the project included developing the mobile service model, a tool kit and modular mobile spatial solutions. The service experience brief also defined that customers need to be met openly and without hierarchy.
Approach We focused on one hand understanding the OP internal perspective, how the bank employees see the new kind of service and where they recognize challenges, and on the other hand to research on user needs and preferences. The design project focused on three intertwined areas: service, tools and spatial solutions. The service model and mobile concept were developed in collaboration with OP employees and OP customers in several co-creation workshops. Model of working was developed in various workshops together with employees and clients. The spatial solutions were designed based on the working model and tested with mock-ups and piloting.
Results OP on the Go modular solutions led to new kinds of customer encounters and to new ways of working. Customers receive personal, top-notch full service at the On the Go - service points, without booking time. The service spaces are movable, modular, recognizable, easy to approach and safe to run errands at. The tool kit includes the equipment needed to fully provide the service on the go, most importantly full access to OP´s in-house network.
Benefits The concept acts as a bold vanguard for the transformation of the banking business. The modular spaces create natural meeting spaces where the customer is encountered as an equal. The mobile operation helps the progress of the clerk transforming from a salesperson to an associate of the customer. OP on the Go represents the new OP ways to combine face-to-face and digital services. From employee perspective, OP on the Go is a means to renew the service culture as well. Tested in 15 locations during the autumn 2016, the response has been very positive: sales potential has been found significant and customers find the experience very good. OP on the Go will expand nationwide in 2017.
