Summary
Typical driver analyses for journeys miss the perspective of competitive differentiation, leading to incorrect conclusions on what to improve. That’s why we used a different tool: a competitive importance-performance analysis to prioritize which journey drivers to focus on for the journey type: “manage or use account.” The data shows that challenger Monzo Bank’s performance on important drivers of journey emotion is mostly “appropriate,” with only one driver — product fit — requiring quick intervention. In contrast, incumbent Barclays falls short on several key drivers of emotion compared to the industry average, meaning that those drivers warrant urgent action.
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