It was Lexden’s first year as award sponsor at The Financial Services Forum Awards for Marketing Effectiveness 2015. We were delighted to join other industry experts such as The Co-operative Bank, Columbia Threadneedle, Barclays, Direct Line, Aviva, SunLife, RBS and many others at the event.
This year saw the introduction of the Customer Experience category awards. Lexden , as independent specialists in FS Customer Experience were a natural choice to sponsor the award. It’s a new category for 2015 and one the judges expect will be very competitive in years to come.
The FSF Awards for Marketing Effectiveness are dedicated to recognising and rewarding proven success in the creation and promotion of financial services and products. Since the Awards were introduced in 2002, their purpose has remained consistent: to create a better understanding of the role and impose of marketing; to prove, beyond doubt, that marketing can be effective; and to promote and reward marketing effectiveness.
Christopher Brooks, Lexden’s MD, caught up with some of the winners and commended entries for their outstanding achievements on the night.
Kent Reliance (Teamspirit) won the CX category for ‘Putting Customers at the Heart of the Experience’. In 2011, Kent Reliance reported a loss of £11.1m. Customer feedback was consistently unflattering, and rising complaints were matched by the departure of loyal customers. The company reacted immediately. It undertook extensive research, then launched a real-time customer feedback strategy, which shaped an innovative multi-channel customer experience, placing the customer at the heart of the solution.
The success of this strategy was simply extraordinary. Complaints reduced by over half in the first six months alone….and within just three years, customer satisfaction rose, sales trebled, and Net Promoter Score went from negative to mid range positive.
The judges said the entry had very clear insight with a variety of rich metrics made this a very succinct and well-executed entry.
Runners up for this category and commended included RBS (SapientNitro) for RBS Get Cash and Santander for Simple, Personal, Fair.
For RBS this is the story of how a small but high-value experience innovation has delivered new utility to a key group of at-risk under-35 customers and supported the bank’s broader brand promises of “Helpful Banking” (Nattiest) and “Here for you” (RBS). By embedding new technology in their mobile-banking apps, RBS/Natwest has made card-less access (for emergencies or just convenience) to cash quick and easy, as well as zero cost.
For Santander it was a radical new approach, which completely redefined customer experience at Santander. They needed to evolve their brand identity; and customer loyalty and satisfaction needed improving.
Listening to customer pain-points, Santander realised there was deep-seated anxiety at the core of the relationship between bank and customer. Customers didn’t trust banks, and wanted to feel confident in managing their money. Santander’s task became clear, and it would be mammoth, requiring a wholesale change in how they did business.
Other categories included Advertising, Content Marketing, Customer Loyalty & Retention, Digital Marketing, Direct Marketing, Integrated B2B Campaign, Integrated Consumer Campaign, Internal Communications, New Product, Service or Innovation, Public Relations, Social Media, Sponsorship, Best Consumer Insight, Best Contribution to Marketing Learning, Marketing Excellence, Young Marketer of the Year, Agency of the Year and Marketer of the Year.
We will also be speaking at other FSF events in the near future.
Lexden works with clients looking to achieve sustainable profit from Customer Experience Strategy and Management.
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