Nationwide Customer First

The challenge

Nationwide is the largest building society in the world and one of the top three savings providers and mortgage lenders in the UK with around 19,000 employees. The firm’s been a sector leader in customer satisfaction for nearly four years: service is one of the organisation’s differentiators and is a priority, particularly for customer-facing teams.

Nationwide wanted to launch an integrated campaign to engage employees to raise awareness, change behaviour and create a sense of understanding about customers and how everyone is integral to putting customers first.

The solution

We identified a range of communication tools that would work together to deliver the messages in an ongoing, engaging and positive way. The campaign creative was developed along with the client team who wanted a fresh approach and that featured real Nationwide people.

Messaging had to be clear, with simple statements and calls to action that would resonate across the business, all focused around putting the Customer First in everything Nationwide does.

We developed an extended, multi-media campaign beginning with a series of teaser posters and a teaser film. Launch week then featured further posters and videos, team meeting activities, life-size cut-outs and large foam number 1s, all with a recognisable brand themed around the number one.

Video was seen by the client team as a key tool in the campaign, as it could be shared online through the intranet and other channels, and be used by teams and groups as part of training. It could also be played on large screens in reception areas and at events.

The value

Nationwide monitors customer service through its different channels. In the first three months of the campaign, Branch scores increased from 76.2 per cent to 77.8 per cent; Telephone increased 69.1 per cent to 75.5 per cent; and Mobile went up from 66.9 per cent to 68.7 per cent.

While the campaign may not claim sole responsibility, it is clear that at the touch points where customers engage with Nationwide people, customer service levels have increased.

When the teaser video launched it became the most watched film with 7,490 plays and an internal survey showed that 91 per cent believe the Customer First campaign has helped put the spotlight on customer service.