Improve Customer Satisfaction
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’.
Recognising that changing behaviours would give even better customer service, Nationwide introduced its Active Manager model – an innovative development programme for its contact centre management staff. The objective was to embed a coaching and mentoring culture, increase active listening and positive reinforcement and increase focus on behaviours rather than output. The end result was an improved customer experience and an uplift in staff morale and motivation.
Nationwide Building Society is owned by its customers. To this end, the organisation is never complacent about customer service, but Julie Collins, head of Nationwide’s call centres, was keen to see whether customer service could be even better.
The first stage was a fact-finding mission to measure how the call centre’s 120 managers were using their time. The second stage was to remove some of the barriers preventing managers from being ‘active’ – defined as face-to-face time with their team – such as the automation of some processes.
The third stage was to raise the capability of managers to be active, which led to iESE’s engagement. iESE identified that key to improving the customer experience was ‘active listening’. Where call handlers are properly tuned into the customer’s request, repeat calls are reduced and better service given. Managers were trained to use coaching techniques to drive active listening and positively reinforce desired behaviours.
