Case Study: CYBG achieves customer-led digital banking innovation with Vision Critical

How CYBG successfully embraced the digital disruption in the banking industry

CYBG, the banking group behind Clydesdale & Yorkshire Bank, needed to respond to digital disruption and attract a younger, digitally enabled customer while making banking “brilliantly simple.” To support its digital transformation and product innovation goals, CYBG worked with Vision Critical and its “B Part of It” community to better understand customer needs and the reasons behind existing data.

Vision Critical helped CYBG place the voice of the customer at the center of the launch of its B digital banking app, enabling rapid testing, co-creation, and overnight feedback cycles. The community delivered a 20% response rate versus a historic 3%, cut research costs by £30k, reduced complaint volumes, and improved overall Relationship NPS.

CYBG

David Judic

Head of Customer Innovation