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Developing a market-leading customer experience Paul White| April 2015.
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Transcript of Developing a market-leading customer experience Paul White| April 2015.
Developing a market-leading
customer experiencePaul White| April 2015
300 years old but we’re brand new
A valued and trusted brand that had historically
been product centric
Only a few months old and has provided the perfect catalyst for
change
Customer Experience is central to our
long-term strategy
Driving more business value by delivering an
Integrated Customer Experience
With data and customer insights at the heart of everything we do
Getting the basics right
Customer journey
mapping
Analysis of issues
1234567
We’ve mapped all of our
customer journeys
We identified all the ‘moments of pain’
Some of the commercial benefits delivered so far:
‘e-bench markers’ moved our credit card from 17th to 3rd in its league table – judging us
‘Best in Class’
The conversion rate online was increased from
38% to 68% in one month
We continuously benchmark and
track customer sentiment
problems
By tracking our NPS and CES scores
We’ve created ‘Live’ dashboard reporting
To enable us to drill down to individual, regional, area, branch, Mortgage Specialist and Financial Specialist level
We are already seeing significant improvements in customer sentiment
Already achieving rolling Net Promoter Scores (NPS) as high as +25
Already achieving rolling Customer Effort Scores (CES) as high as +68
Data analytics has helped us understand
our existing customers
Green ShoesLavender
ScentedPink Fizz
Golden Boys
Ruby Weddings
Silver Foxes
Red Bricks
Plain Vanill
a
True Blues
Grey Days
We segmented the entire UK adult population
The backbone of Britain
Flourishing retirees
Financial fledglings
Busy older families
Mature money high
income households
Segmenting our database has
already led to a significant
uplift in sales
Both Credit Card and Mortgage sales increased dramatically
Mortgage completions increased by 35% within a matter of two months. 35%
We’ve developed a joint Customer Charter with The Bank of Ireland
air & transparentccessibleommittedasy
We’ve created a Customer Experience Programme
for staff
To ensure a consistent customer experience across channel
Now we can move forward on a firm foundation
The commercial and customer experience benefits will be significant
InnovationBrand Health
Increase revenues
Operational Efficiency
2015-16 is about realising the benefits