Key results

• Complaints reduced by 51% in the first six months. 
• Customer satisfaction rose to 85.8% 
• Net Promoter Score rocketed from -14 to + 39 

Background

Kent Reliance is a one-time building society that now specialises in offering a safe place for UK customers to grow their money. Their products feature regularly in industry award ceremonies. With 150 years of heritage, they seek to build strong relationships with their customers by providing long-term value.  

However, in 2013 Kent Reliance was struggling with complaints, negative customer feedback, and the departure of previously loyal customers. The company reacted immediately, undertaking extensive research, before launching a real-time customer feedback strategy.

How we helped

Davies created a ‘listening framework’ for Kent Reliance that allowed them to get real-time feedback from transactions with branch and contact centre. The programme is able to measure performance at different hierarchical levels, different locations, and across different products. With responses reported in real-time, and a series of alerts set up to allow Kent Reliance to respond to dissatisfied customers before they become complainants, the company has turned its customer experience on its head.  

Producing detailed journey maps, Kent Reliance also measures customer sentiment at various touch points, working to explore key pain points for customers and identify how they can be made better. This has resulted in changes on both the micro and macro level.  

Results

The success of this strategy was extraordinary. Complaints reduced by 51% in the first six months. Within three years, customer satisfaction rose to 85.8%, sales trebled, and Net Promoter Score went from -14 to + 39. 

Success was also achieved at a very granular level as far as agents were concerned. New regulations across the mortgage market had led to the call team struggling to answer even the simplest of customer queries. This led to poor CX metric scores and customer frustration. 

Using their own feedback to understand the issues customers were facing, Kent Reliance was able to provide the call team members with training and simple guides for dealing with customer calls. The call team were able to deliver a far better service which made them more confident and, in turn, made a very positive impression on customers. CX metric scores improved dramatically, literally overnight.