In order to improve customer satisfaction, Nationwide adopt a top-down behavioural change model. Recognising that changing behaviours would give even better customer service, Nationwide enlist iESE to help better understand their customer demand. In general there are three stages to this process. The first stage involves measuring how call centre managers use their time. The second stage removes some of the barriers preventing managers from being ‘active’, such as the automation of some processes.  The third stage aims to raise the capability of managers to be active. Overall, iESE identified that key to improving the customer experience at Nationwide was ‘active listening’.