Featuring on the Driven by Data podcast by Orbition Group, Ciara Moore, Chief Data & Digital Officer at Bank of Ireland talks about BOI’s customer obsession in Season 4, Episode 6.
During the episode, Kyle Winterbottom chats with Ciara Moore covering emotion, insights on customer obsession, data storytelling, and much more.
Driven by Data
Bank of Ireland
- Instead of sending 5 of my team to analyse, we use Adoreboard's AI and emotion score
- 1000 verbatim comments from our customers can be analysed in 60 seconds
- My is team is more engaged, they are delighted to make change based on the insights
Chief Data and Digital Officer,
Bank of Ireland (UK) plc
Ciara’s educational background in strategy has served her well in roles that span from foreign exchange and interest rate derivatives to Chief of Staff positions for bank directors.
One noteworthy aspect of Ciara’s career is her non-traditional path into the world of data and digital transformation. With a foundation in business and strategy rather than a STEM-oriented background, Ciara believes her unique perspective has been beneficial for human experience.
I think it serves me really well because I think about the customer at the heart of everything, rather than starting with the data and the coding that’s required to get to the customer outcome.
—Ciara Moore, Bank of Ireland
By focusing on customer outcomes rather than diving straight into the technicalities, Ciara and her team emphasize storytelling. This approach allows everyone to understand the data, making complex concepts more relatable and actionable.
Her role focuses on two main passions: customer obsession and developing people, particularly in the context of inclusion and diversity.
Customer obsession starts with understanding your customer base. The only way to understand who your customers actually are is by having the data to give you that insight.
—Ciara Moore, Bank of Ireland
Bank of Ireland are openly and vocally inclusive with employees participating in various UK and Ireland Pride parades. Above is Team BOI at Belfast Pride. 🌈
Safeguarding Data: The First Step in Customer Trust
Before diving into analytics and insights, Ciara emphasizes the importance of data protection and trust.
Ensuring that customer data is safe and used appropriately forms the foundation of any data-driven initiative.
Measuring & Gaining Insight from Customer Emotions
Understanding customer emotions—whether they are happy, sad, or angry—is crucial and Bank of Ireland has implemented Adoreboard to measure and analyse emotion from customer feedback, gaining deeper and faster insights.
This not only makes the process faster and more accurate but also enables the team to focus on making meaningful changes based on real customer insights. This makes for happier Bank of Ireland employees too.💕
Driving Value & ROI with Data and Analytics
For any data team, proving value can be challenging, especially in a highly regulated environment like banking. Ciara believes in quantifying value by demonstrating how data initiatives can lead to cost savings, risk mitigation and income generation.
With increasing legislation and competition within financial services (banking, real estate, insurance etc), it’s never been more important to improve employee and customer experience. Over the past 12 months, the US and UK markets have seen significant shifts in financial regulation and market dynamics that are driving companies to prioritize the needs and expectations of their customers more than ever before.
In the UK, the Financial Services and Markets Act 2023 has given the Financial Conduct Authority (FCA) increased responsibility to develop regulation and a new objective to facilitate the international competitiveness and growth of the UK economy. This has led to a heightened focus on delivering good consumer outcomes, especially in light of the implementation of the FCA’s new Consumer Duty.
Prioritising Use Cases for Maximum Impact
When it comes to selecting projects, Ciara advises going for high-impact areas, even if they are initially skeptical. Demonstrating tangible benefits in these areas can break down resistance and build momentum.
While Ciara prioritised the area to focus on, what Adoreboard does is help companies prioritise what action to take from the emotional insights generated by the platform.
We decided to go after our biggest and most skeptical area—home buying. By showing the art of the possible, we created excitement and paved the way for broader acceptance.
—Ciara Moore, Bank of Ireland
Storytelling: A Core Skill for Data Teams
One of the key skills Ciara has instilled in her team is effective storytelling. Simplifying complex data concepts into relatable narratives helps the business understand and appreciate the value of data initiatives.
If your neighbor next door doesn’t get it, guess what? It’s not the right story.
—Ciara Moore, Bank of Ireland
Adoreboard’s “Storyteller Report” module will be available summer 2024 — contact us for a demo!
Little Wins Lead to Big Changes
Ciara’s approach to data transformation is all about small, incremental wins that build up over time. This method not only creates capacity for more impactful work but also fosters a culture of continuous improvement.
Create capacity by diverting your team’s effort towards more interesting and valuable work. Continuously build capability while delivering value incrementally.
—Ciara Moore, Bank of Ireland
Driven by Data
Bank of Ireland
- Instead of sending 5 of my team to analyse, we use Adoreboard's AI and emotion score
- 1000 verbatim comments from our customers can be analysed in 60 seconds
- My is team is more engaged, they are delighted to make change based on the insights
Chief Data and Digital Officer,
Bank of Ireland (UK) plc
With Adoreboard, Bank of Ireland’s insight analysts can spend more time on what matters and have a much greater impact 🙌.
Want to see what Adoreboard can do for you? Book a short chat or full demo with one of our human experience experts. 👋
