In financial services, customers used to be ‘locked in’ through low surrender values and there was little business rationale for a focus on customer service. Competition and regulation changed, and Scottish Equitable’s customer service director wanted to ensure its services were effective at retaining business, while having concerns that currently poor customer service was delivered at high cost. David delivered a powerful case for change, business requirements and advice on creating a ‘customer front office’ to service the needs of customers and IFAs.
David assessed SE by obtaining information from managers and staff through a programme of meetings and workshops, using management reports and gathering data on calls from BT, call logging and ACD systems. David used the data to populate a customer care analytical framework, and perform specific quantitative analyses.
David concluded that it was not organised to fulfil the key role customer service has in creating quality perceptions. Departmental performance in answering the calls was often poor – getting through to the right person was difficult. Customer contact was through around 30 unmanaged answering points. By having so many, SE was confusing customers and foregoing the economies of scale of a well designed contact centre.
David recommended that SE make significant improvements to customer service and cost effectiveness, through a phased programme to create a customer care centre, re-organising resources and investing in improved support processes and infrastructure. He provided advice on what technology to procure and the most appropriate timing of its deployment.
Scottish Equitable was able to build on this case for change and advice. In 2001, Scottish Equitable’s new customer front office went live.