Nationwide: Engaging frontline staff to be ‘Customer First’

The challenge:

Nationwide is the largest building society in the world with around 19,000 UK employees. It’s been a sector leader in customer satisfaction with service one of its differentiators, as well as a priority 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.

Our solution:

We developed a multi-media, three-phased campaign which worked together to deliver the message in a sustainable, engaging and relevant way. The three-phase campaign included video, teaser film, posters, competitions and games, life-size cut-outs and large foam #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. It was shared internally and used by teams as part of training and shown on large screens in reception areas and at events.

The impact:

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

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% ‘believe the Customer First campaign has put the spotlight on customer service’.