Our client was achieving consistently strong NPS scores, making it difficult to identify where to focus improvement efforts and which initiatives to prioritise to have the biggest impact on CX.

To future proof the high standard of CX and to continue to stand out in terms of service, our client wanted to look beyond their sector for inspiration from CX leaders.

We used our CX Index to benchmark customer experience of client across competitors, out of sector CX leaders.

We wanted to determine what best in class looks like and how that translated to customer needs in relation to our clients’ digital service.

The insight highlighted that empathy and integrity were the areas of focus and both areas that have become increasingly important following the pandemic and cost-of-living crisis. We identified there distinct workstreams to underpin our clients’ CX strategy and vision for the following three years:

• Living up to a premium reputation

• Supporting customers quickly, when they need it most

• Demonstrating the value

• Review and refresh of existing content

• Signpost and making the right content easier to find

• Simplify the complex – effectively communicating

• Designing a digital empathy strategy

• Training contact centre staff to demonstrate empathy

• Creating empathy champions across key customer journey points