Re-designing Tesco Bank's complaints service
4 December 2018 By Amjid Rasool
At Tesco Bank we’re focussed on providing Tesco customers with the same great service they have come to expect when they visit one of our stores. However, sometimes things do go wrong and when this happens we want to put things right as quickly as possible. How we respond to a complaint can be one of the most important interactions we ever have with a customer, so designing a complaints service that gives customers the best possible experience has been something we have been spending a lot of time on.
To ensure we delivered for customers, it was critical to review how the existing complaints process was working from both the colleague and customer perspective. To do this we applied human-centred design which included customer interviews, listening to over 400 complaint calls and interviewing customer service representatives. This allowed us to understand not only the issues, concerns and pressures customers can face when making a complaint, but also the perspective of colleagues who serve our customers every day.
The customer and colleague insight helped us identify a number of changes that could be made to improve things dramatically for customers. For instance, a key point of friction for customers was having to contact us to understand when their complaint would be reviewed. We have now expanded how we communicate with our customers by using SMS and email more, providing a clear timeline of when the complaint will be resolved, resulting in a reduction of customers having to call us for updates on the status of their complaint.
Colleagues have also been provided with enhanced training to strengthen their understanding of the emotional impact of a complaint, and to empower them to identify the different needs of our customers. We have had really positive feedback so far from our customers and have seen their complaints being resolved in a third of the time compared to previously.
I am very proud that this work has been independently recognised, winning the Best Service Design in the private sector in the Global Service Design Network Awards. This industry leading recognition is testament to all of the hard work put in by colleagues across the bank and more importantly it will help us serve Tesco customers a little better every day.