How can we explain the declining customer satisfaction scores for Bread Financial's mobile app over the last 6 months?

Introduction

The declining customer satisfaction scores for Bread Financial's mobile app over the last 6 months present a critical challenge that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a correlation with recent app updates. Have there been any significant changes or feature releases in the past 6-8 months?

Why it matters: Recent changes could directly impact user experience. Expected answer: Yes, there have been updates. Impact on approach: If yes, we'll focus on those changes; if no, we'll look at other factors.

• Considering user segments, I'm wondering if the decline is uniform across all user groups. Can you provide a breakdown of satisfaction scores by user demographics or usage patterns?

Why it matters: Helps identify if the issue is global or specific to certain user groups. Expected answer: Varied impact across segments. Impact on approach: Targeted solutions for affected segments vs. broad changes.

• Given the financial nature of the app, I'm curious about any recent changes in the broader financial landscape. Have there been any significant economic events or regulatory changes that might affect user satisfaction?

Why it matters: External factors could influence user perception and app usage. Expected answer: Some economic fluctuations, but no major events. Impact on approach: Assess the need to adapt the app to changing economic conditions.

• Thinking about the measurement itself, has there been any change in how customer satisfaction is measured or reported in the last 6 months?

Why it matters: Ensures we're comparing apples to apples in our analysis. Expected answer: No changes in measurement methodology. Impact on approach: If changed, we'd need to reassess the validity of the comparison.