{"id":3182,"date":"2022-07-19T10:00:00","date_gmt":"2022-07-19T08:00:00","guid":{"rendered":"https:\/\/www.tlscontact.com\/?p=3182"},"modified":"2025-12-15T17:23:12","modified_gmt":"2025-12-15T16:23:12","slug":"data-driven-decisions-improving-the-digital-journey","status":"publish","type":"post","link":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/","title":{"rendered":"Data-Driven Decisions: Improving the Digital Journey"},"content":{"rendered":"\n

The first leg of the visa application journey usually starts online. With users connecting from literally all around the world, creating a compelling customer experience, adapted to all customer categories, is somewhat of a challenge. Here is how we go about it at TLScontact.<\/strong><\/p>\n\n\n\n

As time goes by, more and more people are becoming \u201ccomputer literate\u201d, and filling in online forms is increasingly part of our daily life. That does not mean, of course, that all websites and forms have equal value. Creating a seamless experience is a permanent challenge and requires the will to question the way we handle every little step of the process.<\/p>\n\n\n\n

Ockham\u2019s Razor Applied to Visas<\/h2>\n\n\n\n

As a rule, there is no global customer experience. So, when trying to optimise customer experience (CX), the first question that comes to mind must be: \u201cwhich customers?\u201d In the context of visa applications, there are several ways to characterise the target audience: by visa type, by travel purpose, by country of residence, by age\u2026 To rationalise the process, we started by using a very simple measure: volumes. Indeed, prioritising improvements according to how many people will benefit from them is a sound strategy for a first phase. Once you have identified the largest groups of users, the next question is mapping their journey: when and how they connect to the application website, what they are trying to achieve, and, of course, what pain points they encounter. This discovery phase can be quite long, but will deliver a solid basis for carrying out analysis.<\/p>\n\n\n\n

Of Mice and Clicks: Assessing the Experience<\/h2>\n\n\n\n

Nowadays, there are many analytics and behavioural analysis tools available to measure how users interact with a website or app. They provide us with anonymised, quantitative data to understand what our customers do when they interact with the site, where they look, and what they do if they experience difficulties along the way. This allows us to identify when the process goes smoothly and when the users get \u201cstuck\u201d and tells us where to direct efforts to improve user experience. <\/p>\n\n\n\n

To complement these quantitative measurements, we also carry out qualitative assessments on a quarterly basis. On top of that, TLScontact has introduced the Enterprise Feedback Management (EFM) programme developed by TP Knowledge Services, a sister company from the TP Group. EFM allows us to send out questionnaires to a large sample of consenting customers applying for a visa at one of our centres and gather their feedback. The results encompass digital and physical interactions, but the digital part has proven invaluable in providing us with qualitative feedback on the online journey.<\/p>\n\n\n\n

The Mobile Surprise<\/h2>\n\n\n\n

One of the results of our qualitative and quantitative research has been particularly striking. Like most companies, we were already convinced that implementing responsive design for all our pages and forms\u2009\u2013\u2009making them adaptable to all screen types and sizes\u2009\u2013\u2009was paramount. We also knew from studies carried out in specific markets, for example on the African and Indian continents, that mobile phones were more readily used than computers in certain parts of the world. However, we still found it surprising that, on average, 60% of our website usage is on mobile devices. It is even more striking when you know that people are most of the time visiting our website not only to look at visa information, but also to complete visa application forms and purchase additional services. This has, of course, led us to prioritise work on the mobile experience.<\/p>\n\n\n\n

However, that has not been our sole focus. Over the past three years, we have carried out a number of improvements. Some of them have focused on our web interface, improving navigation and the way we present information. We have, for example, carried out a complete redesign of the static pages on all our client websites in order to make them clearer and more user-friendly. We have also launched a dynamic self-help page that helps our customers to find more rapidly the information they are looking for. Other improvements have focused on accessibility, in accordance with the international Web Content Accessibility Guidelines.<\/p>\n\n\n\n

Continuous Improvement<\/h2>\n\n\n\n

As part of our efforts, we are also looking beyond the mere \u201ctechnical\u201d to focus on content. We are convinced that the way we display content can make a real difference. Most of the time, legal information about the visa application process is, well \u2026 legal. In other words, it is often lengthy and not very practical, not to say overwhelming, for someone looking for specific information about his or her own situation. There is a fine line here: our role is to provide information to applicants, not advice regarding their specific situation. We have to make sure that our efforts to make the information more accessible maintain that necessary neutrality.<\/p>\n\n\n\n

But we know we can improve the way we deliver information and make navigating it easier, for example by delivering bite-sized and well-targeted information at the right moment in the online journey. This is a compelling challenge for us, as it is both technical and informational. We have already progressed in this area and look forward to doing more to improve online guidance for visa customers in the months ahead.<\/p>\n\n\n\n

Of course, these achievements do not mean that we have completed our job and can now pat ourselves on the back and relax. Improving CX is always an ongoing project. We are only at the beginning of the journey. We are still conducting regular studies on quality and focusing on the feedback continuously gathered by EFM to identify new areas for improvement and lead new projects to make the online journey\u2009\u2013\u2009and its interaction with the offline part\u2009\u2013\u2009smoother for visa applicants.<\/p>\n\n\n\n

\n

Article written by Ana Cristina Leit\u00e3o, <\/em><\/strong>
Technology Product Manager<\/em><\/strong><\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"

The first leg of the visa application journey usually starts online. With users connecting from literally all around the world, creating a compelling customer experience, adapted to all customer categories, is somewhat of a challenge. Here is how we go about it at TLScontact. As time goes by, more and more people are becoming \u201ccomputer […]<\/p>\n","protected":false},"author":3,"featured_media":3186,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[152],"tags":[],"class_list":["post-3182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience"],"acf":[],"yoast_head":"\nData-Driven Decisions: Improving the Digital Journey - TLScontact<\/title>\n<meta name=\"description\" content=\"With visa applicants connecting from all around the world, creating a compelling online customer experience (CX) can be a challenge.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data-Driven Decisions: Improving the Digital Journey - TLScontact\" \/>\n<meta property=\"og:description\" content=\"With visa applicants connecting from all around the world, creating a compelling online customer experience (CX) can be a challenge.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/\" \/>\n<meta property=\"og:site_name\" content=\"TLScontact\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-19T08:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-15T16:23:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"601\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hanine Touil\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hanine Touil\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/\"},\"author\":{\"name\":\"Hanine Touil\",\"@id\":\"https:\/\/www.tlscontact.com\/en\/#\/schema\/person\/2a3258974c476fda71d9409624d9a5fa\"},\"headline\":\"Data-Driven Decisions: Improving the Digital Journey\",\"datePublished\":\"2022-07-19T08:00:00+00:00\",\"dateModified\":\"2025-12-15T16:23:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/\"},\"wordCount\":960,\"image\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg\",\"articleSection\":[\"Customer Experience\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/\",\"url\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/\",\"name\":\"Data-Driven Decisions: Improving the Digital Journey - TLScontact\",\"isPartOf\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg\",\"datePublished\":\"2022-07-19T08:00:00+00:00\",\"dateModified\":\"2025-12-15T16:23:12+00:00\",\"author\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/#\/schema\/person\/2a3258974c476fda71d9409624d9a5fa\"},\"description\":\"With visa applicants connecting from all around the world, creating a compelling online customer experience (CX) can be a challenge.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage\",\"url\":\"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg\",\"contentUrl\":\"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg\",\"width\":900,\"height\":601},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.tlscontact.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Data-Driven Decisions: Improving the Digital Journey\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.tlscontact.com\/en\/#website\",\"url\":\"https:\/\/www.tlscontact.com\/en\/\",\"name\":\"TLScontact\",\"description\":\"Your visa partner\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.tlscontact.com\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.tlscontact.com\/en\/#\/schema\/person\/2a3258974c476fda71d9409624d9a5fa\",\"name\":\"Hanine Touil\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/9d57f162c24fcbe4ef42ad4a7983da99e9a6137aa4e93ad2856193baa5a2de8e?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/9d57f162c24fcbe4ef42ad4a7983da99e9a6137aa4e93ad2856193baa5a2de8e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/9d57f162c24fcbe4ef42ad4a7983da99e9a6137aa4e93ad2856193baa5a2de8e?s=96&d=mm&r=g\",\"caption\":\"Hanine Touil\"},\"url\":\"https:\/\/www.tlscontact.com\/en\/author\/htouil\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Data-Driven Decisions: Improving the Digital Journey - TLScontact","description":"With visa applicants connecting from all around the world, creating a compelling online customer experience (CX) can be a challenge.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/","og_locale":"en_US","og_type":"article","og_title":"Data-Driven Decisions: Improving the Digital Journey - TLScontact","og_description":"With visa applicants connecting from all around the world, creating a compelling online customer experience (CX) can be a challenge.","og_url":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/","og_site_name":"TLScontact","article_published_time":"2022-07-19T08:00:00+00:00","article_modified_time":"2025-12-15T16:23:12+00:00","og_image":[{"width":900,"height":601,"url":"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg","type":"image\/jpeg"}],"author":"Hanine Touil","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Hanine Touil","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#article","isPartOf":{"@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/"},"author":{"name":"Hanine Touil","@id":"https:\/\/www.tlscontact.com\/en\/#\/schema\/person\/2a3258974c476fda71d9409624d9a5fa"},"headline":"Data-Driven Decisions: Improving the Digital Journey","datePublished":"2022-07-19T08:00:00+00:00","dateModified":"2025-12-15T16:23:12+00:00","mainEntityOfPage":{"@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/"},"wordCount":960,"image":{"@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage"},"thumbnailUrl":"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg","articleSection":["Customer Experience"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/","url":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/","name":"Data-Driven Decisions: Improving the Digital Journey - TLScontact","isPartOf":{"@id":"https:\/\/www.tlscontact.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage"},"image":{"@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage"},"thumbnailUrl":"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg","datePublished":"2022-07-19T08:00:00+00:00","dateModified":"2025-12-15T16:23:12+00:00","author":{"@id":"https:\/\/www.tlscontact.com\/en\/#\/schema\/person\/2a3258974c476fda71d9409624d9a5fa"},"description":"With visa applicants connecting from all around the world, creating a compelling online customer experience (CX) can be a challenge.","breadcrumb":{"@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#primaryimage","url":"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg","contentUrl":"https:\/\/www.tlscontact.com\/wp-content\/uploads\/2022\/07\/iStock-111111111182622621.jpg","width":900,"height":601},{"@type":"BreadcrumbList","@id":"https:\/\/www.tlscontact.com\/en\/insights\/customer-experience\/data-driven-decisions-improving-the-digital-journey\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.tlscontact.com\/en\/"},{"@type":"ListItem","position":2,"name":"Data-Driven Decisions: Improving the Digital Journey"}]},{"@type":"WebSite","@id":"https:\/\/www.tlscontact.com\/en\/#website","url":"https:\/\/www.tlscontact.com\/en\/","name":"TLScontact","description":"Your visa partner","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.tlscontact.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.tlscontact.com\/en\/#\/schema\/person\/2a3258974c476fda71d9409624d9a5fa","name":"Hanine Touil","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9d57f162c24fcbe4ef42ad4a7983da99e9a6137aa4e93ad2856193baa5a2de8e?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9d57f162c24fcbe4ef42ad4a7983da99e9a6137aa4e93ad2856193baa5a2de8e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9d57f162c24fcbe4ef42ad4a7983da99e9a6137aa4e93ad2856193baa5a2de8e?s=96&d=mm&r=g","caption":"Hanine Touil"},"url":"https:\/\/www.tlscontact.com\/en\/author\/htouil\/"}]}},"_links":{"self":[{"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/posts\/3182","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/comments?post=3182"}],"version-history":[{"count":0,"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/posts\/3182\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/media\/3186"}],"wp:attachment":[{"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/media?parent=3182"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/categories?post=3182"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tlscontact.com\/en\/wp-json\/wp\/v2\/tags?post=3182"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}