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

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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

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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

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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