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Fewer calls about unaccepted mortgage requests
Growth in customer base
Trustpilot rating
United Kingdom
Financial Services
,
Enterprise
,
Operations
,
Product
,
Support Center
,
7 Channels (in-product feedback, reviews, complaints, call-center notes, CRM data)
TrustPilot
,
Revoo
,
Salesforce
,
App Store
,
CEM Platform
,
Atom Bank's founding principle is simple. Everything they do should make customers' lives easier.
But the feedback that showed them how was scattered. App store ratings, Trustpilot reviews, complaint logs, and surveys each lived in their own channel, often in spreadsheets someone had to analyze by hand. 7 channels across 3 product lines, and no single view. Each team saw its own slice. No one saw the whole customer.
Atom Bank used Thematic to bring all 7 channels into one place, on one consistent 1-to-100 scale: the Customer Goodwill Score. Atom bank eliminated duplication of analysis efforts, removed data silos, and built a central insights system to prioritize customer experience improvements.
Every team works from the same view. And because Thematic links each theme to its impact on the score, the teams can tell the difference between feedback that is just noise and feedback that is actually moving the business. When a friction theme like authentication surfaced, the team could drill into its sub-themes to find the actual root cause, then hand product and operations a specific fix instead of a vague complaint.
With that depth, the right people across Atom Bank, from operations to support to product, can act on what customers are telling them with evidence rather than opinion. As their Head of CX put it: "We can easily drill down to a depth that gives us confidence that we are shifting the score for the right customer segments, or other moments that matter to the business."
Thematic lets us quickly turn unstructured feedback from across channels into clear insights that directly inform our product roadmap and corporate strategy.
Michael Sherwood
