Case Study: Bank Adds Automatic Customer Surveys

Virgin Money has added automatic SMS and email surveys into its customer experience with the help of NICE Systems.

The challenge

Virgin Money – a retail bank which provides financial products to almost three million people in the UK – has always understood the value of listening to its customers.

In March 2012, the company began looking for a solution that would enable them to collect, analyse and act upon customer feedback.

The solution

They chose NICE’s real-time Voice of the Customer (VoC) solution and a pilot was implemented in July of that year, which ran for 16 weeks. The solution was then rolled out across the organisation in January 2013.

Today, any customer who visits a Virgin Money store or calls its contact centre will automatically receive a timely request for feedback via SMS or email, regarding their recent interaction experience with the bank (assuming they have provided appropriate contact details to do so).

The benefits

Using the solution, the company is achieving response rates of between 35% and 40% of customers who are invited to submit feedback.

The real-time dashboard is also used by teams to identify comments from customers that are happy about their experience.

“The dashboard is our bread and butter! It gives us crystal clear and real-time insight into what customers are thinking about us and their service experience, at a store, contact centre, and individual employee level,” said Alex McDougall, Customer Research Manager at Virgin Money. “In our daily team huddles we share these insights. They are great for morale and help us to understand what is working well, where we can be better, who our star performers are and what we can learn from them.”

For more information about NICE Systems, visit their website.