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.
![Page 1: Developing a market-leading customer experience Paul White| April 2015.](https://reader036.fdocuments.net/reader036/viewer/2022062500/5697c0231a28abf838cd3e31/html5/thumbnails/1.jpg)
Developing a market-leading
customer experiencePaul White| April 2015
![Page 2: Developing a market-leading customer experience Paul White| April 2015.](https://reader036.fdocuments.net/reader036/viewer/2022062500/5697c0231a28abf838cd3e31/html5/thumbnails/2.jpg)
300 years old but we’re brand new
![Page 3: Developing a market-leading customer experience Paul White| April 2015.](https://reader036.fdocuments.net/reader036/viewer/2022062500/5697c0231a28abf838cd3e31/html5/thumbnails/3.jpg)
A valued and trusted brand that had historically
been product centric
Only a few months old and has provided the perfect catalyst for
change
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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
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Getting the basics right
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Customer journey
mapping
Analysis of issues
1234567
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We’ve mapped all of our
customer journeys
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We identified all the ‘moments of pain’
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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
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We continuously benchmark and
track customer sentiment
problems
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By tracking our NPS and CES scores
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We’ve created ‘Live’ dashboard reporting
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To enable us to drill down to individual, regional, area, branch, Mortgage Specialist and Financial Specialist level
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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
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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
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We segmented the entire UK adult population
The backbone of Britain
Flourishing retirees
Financial fledglings
Busy older families
Mature money high
income households
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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%
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We’ve developed a joint Customer Charter with The Bank of Ireland
air & transparentccessibleommittedasy
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We’ve created a Customer Experience Programme
for staff
To ensure a consistent customer experience across channel
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Now we can move forward on a firm foundation
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The commercial and customer experience benefits will be significant
InnovationBrand Health
Increase revenues
Operational Efficiency
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2015-16 is about realising the benefits
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