Often the problem with CX is that it is seen as a bolt-on or a ‘must-do’ whereas SGN wanted it to be part of their overall strategy in order to become the regulators benchmark. Our role was to create the CX strategy & roadmap and support the implementation.
Challenge
- Customer expectations are changing & fast - SGN want service to be responsive and personalised.
- Channels of choice differ depending on the reason for contact but the underlying requirement is to make it easy. If service is not up to standard, customers are likely to turn to social media and voice their displeasure.
Solution
- Creation of a CX vision & strategy with a corresponding roadmap to deliver - 11 streams of change agreed with planned initiatives over a 3 year period, broken down & monitored against 90 day sprints for pace.
- A focus on CX in the business through training / learning materials / awareness to embed a new way of thinking about customers.
Outcome
- Reduced cost per contact through efficiencies, allowing for more pro-active contact.
- Improved GDN ranking (up to 1st in Scotland).
- 5 awards for CX improvements & received global CCA Accreditation.
- Significant reduction in complaints (over 50%) with an 8% cumulative cost saving over a 4 year period.
- Digital service from Zero to 20% - Complex (regulated) interactions
“It’s great to see what we have all achieved since we really started in Dec 15, between SGN and Custerian!” Maureen McIntosh, Head of Customer Experience, SGN
