Irish Life’s ‘voice of the customer’ research led to a focus on the customer proposition for people who needed advice on the cover they needed, and on the on-boarding experience for putting that cover in place. The solution provides the flexibility to continually alter cover levels as needs change. The team used customer feedback to win support and resources to deliver significant improvement in the customer experience. Stakeholders were brought together and proposition and digital roadmaps were developed. Positive results were detected from ongoing customer tracking, providing momentum and helping secure the required resources to stay on course. The business has delivered its highest ever levels of customer satisfaction.
AIB’s ‘Customer First’ strategy calls for focus on better and more efficient customer service. One of the biggest dreams for many customers is to own their own home, and the mortgage Customer Experience programme aims to make a major difference in this area. The initiative was mobilised at speed. It redesigned the mortgage experience to become a radically streamlined omni-channel journey, enabled by an expert community of Home Consultants, a simplified process and digital technology. The results have been phenomenal, with mortgage decision for 70% of customers within 90 minutes, a dedicated homes centre of excellence, a new App called My Mortgage and a significant increase in NPS scores.
Energia has become Ireland’s fastest growing energy provider, and this brings a challenge to evolve and innovate the customer journey. The company embarked on a process to develop a new customer lifecycle. Teams across CVM, Care, CRM, Sales, IT and Digital used workshops and cross functional working groups to develop a streamlined and segmented journey strategy which would trigger automatically based on customer behaviour. The new customer lifecycle programme, supported by Richards Dee, has driven campaign open, click, conversion and engagement rates beyond expectation. This has allowed Energia to ultimately build a stronger relationship with customers, reduce early life churn and enhance the overall experience for the customer.
Musgrave understood that building an amazing CX in branch does not deliver success unless it is underpinned with a well thought through, end to end, customer experience delivered seamlessly through all channels. Campaigns and communications were built from the ground up by the in-house marketing team and designers, using insights to create a customer experience journey that is clear for customers, and also inspires and delights them. Colleague training and engagement has underpinned all the new changes and initiatives. The team is staying ahead of the curve by continuing to test, measure and evolve the CX strategy with the involvement of customers and colleagues across all the affected functions of the business.