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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

  • Design Brief

  • Qualitative research

  • Process mapping and validating

  • Stakeholder interviews

  • Strategy workshop

  • Document current tactical solution

  • Define technology requirements

OUTCOME

Scottish Widows' Trustscore has moved from 1.2 to 3.3 stars in the space of seven months. The team now has a clear strategy in place to maintain, improve and scale Trustpilot to other brands. This strategy includes:

  • automating processes

  • reporting and insights tech requirements

  • a holistic feedback strategy

CLIENT RESPONSE

"Chief Digital Office have helped to move Trustpilot from a tactical Proof of Concept to an embedded sentiment toolThey also helped to formulate a strategic plan to reach a Trustscore of 4.5 stars and above."

Stuart Paxton - Head of Customer Experience Insights - IP&I Operations

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