Glassbox was tasked to assess the customer needs and trends for CAL – Israeli Credit Card Company. They had previously used a number of tools including Google Analytics, application logs, Business Intelligence (BI) systems and media tools but the company felt these did not provide the complete picture into the website customer experience.
Key insight areas which CAL – Israeli Credit Card Company wanted to improve upon included:
- General customer behaviour optimization when using the company’s ordering system
- Any delays experienced by customers when using the ordering system
- Areas in which customers struggled to reach their goal
- Customer churn and the reasons behind this