CUSTOMER SENTIMENT
ENGAGEMENT & FEEDBACK STRATEGY
PROBLEM
Scottish Widows (and Lloyds Banking Group) had a policy of non-engagement on public review sites. This has caused Scottish Widows' Trustpilot score to languish at 1.2 stars. The remit: Help launch a Proof of concept to re-engage with customers on Trustpilot and improve our scores to 3.5 stars by Q2 2024.
APPROACH
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Design Brief
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Qualitative research
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Process mapping and validating
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Stakeholder interviews
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Strategy workshop
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Document current tactical solution
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Define technology requirements
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OUTCOME
Scottish Widows' Trustscore has moved from 1.2 to 4.3 stars within seven months. The team now has a clear strategy in place to maintain, improve and scale Trustpilot to other brands. This strategy includes:
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automating processes
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reporting and insights tech requirements
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a holistic feedback strategy
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CLIENT RESPONSE
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"Chief Digital Office have helped to move Trustpilot from a tactical Proof of Concept to an embedded sentiment tool. They also helped to formulate a strategic plan to reach a Trustscore of 4.5 stars and above. We are on track to achieving our goal."
Stuart Paxton - Head of Customer Experience Insights - IP&I Operations
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