To engender trust, a company must pay more than just lip service to having an ingrained, customer-led culture, but how does this manifest in business as usual activity? At comparethemarket.com, this starts at the very beginning of how we create outstanding customer journeys and experiences, ensuring the right customer outcomes are front of mind in our design process, through extensive research and testing.
Our research lab, based in our London office, is integral to embedding the customer at every step of the journey, with face-to-face usability testing tools available, as well as UserZoom; a webbased research platform that allows us to reach customers beyond the lab’s geographic location; something that has proven invaluable during the coronavirus crisis, whilst we have been unable to welcome customers to our lab in person
Customer research is not only crucial when designing new products, but also for improving existing journeys; for example, when research highlighted an issue in our home insurance journey, where customers were struggling to identify the types of locks they had, we realised the names of locks doesn’t mean much to anyone other than a locksmith, and that the graphics we had in the journey were static and not sufficient. We restyled the images to make them animated, identifiable and generic, with the improved design due to go live imminently.
When it comes to product delivery, it’s essential that this is aligned to a business’s values. Our groupwide Customer Principles come into their own during the product development process and simply checking any decisions against four simple questions that make up our principles ensures we are treating customers fairly and driving consistently good customer outcomes. These questions are;
- Would our customers understand the reason for the approach?
- Would you be happy if a friend or family were to experience this?
- Would you champion the approach externally?
- Does it align to our values?
A business’s brand is its shop window, and it must be a true reflection of its core values, to really gain customers’ trust and build meaningful ongoing relationships. We pride ourselves on our strong market presence and consumer awareness; a brand on the face of it built around a family of small furry animals, but at its heart focused on disrupting an industry through fun, and embedded customerled decision making; in essence, making life ‘simples’ by taking care of life admin and rewarding customers with more pleasurable activities such as movies and meals with family and friends.
The sustenance behind the face of a brand is key to earning the trust and loyalty of its existing customers, as well as attracting new ones; a brand must put its money where its mouth is and put customers in control of their own journey, delivering rewarding experiences and meeting everchanging demands and needs.
A strategy based on consumer needs and demands
What drives a business’s day-to-day activity is undoubtedly its strategy, and this must be built around solving consumer problems, to drive the right outcomes. At comparethemarket.com, having the right foundation in place to connect all the data points that can deliver true personalisation is one of our key focuses, allowing us to build and deliver seamless end-to-end customer experiences, in whichever channel the customer chooses to use.
AutoSergei, our personalised service tool, has a mission to automate our customers’ life admin, taking away the burden of decision-making; be it through car and household insurance, bills and money management, energy bill checks or most recently broadband speed checking, where customers can compare their speeds with others in their area and choose to switch to a better deal. A savvy customer will not immediately trust your business or products just because you ask them to, and this brings us back to doing what you say you will do and acting on feedback.
Tools such as net promoter scores (NPS) and Trustpilot offer the means of measuring and benchmarking customer satisfaction, but the proof of the pudding must be in addressing and resolving the root cause of any issues with transparency. Whilst maintaining a strong NPS score (68.7 May-August 2020) in comparethemarket.com, we are continuously striving for better, with a new root cause analysis process recently put in place to identify trends, conduct deeper analysis and oversee delivery of customerimpacting change; an approach that is fully aligned within the business and founded on customer feedback and identified pinch points.
As the events of the past six months have shown us, it’s clear we need to constantly adapt and keep pace with ever-changing consumer needs and wishes, putting the customer in control of their journey. Only businesses that have a truly embedded customer-led culture, that actively listens and acts on its customers’ feedback, will have the tools they need to not only survive, but thrive in a rapidly changing global economy.
Ultimately, a customer-led culture surely means that you value the trust of your customers above all else, and as examples such as Facebook’s 2018 Cambridge Analytica breach illustrate, losing consumer trust equates to losing business, something that any organisation can ill-afford in the current climate.
You can read more from our 2020 Customer Report here