Turnaround Brand Performance and Customer Experience

Issue

• UK retail bank faced a collapse in consumer confidence following funding crisis 
• The Bank also faced regulatory exposure on TCF (Treating Customer Fairly) performance
• The investments required to turn around performance were set against the need to execute radical cost cutting to reshape P&L

Response

• Appointed as Director of Brand and Customer Experience
• Renegotiation of Sponsorship portfolio to reduce commitments and maximise ROI with go-forward partners
• Conducted detailed customer insight work to assess whether the brand was beyond recovery and inform future customer propositions 
• Mobilised a Customer Experience Programme to define target experience and embed in key customer processes
• Established TCF Programme to eliminate key risks of unfair customer outcomes
• Developed revised Corporate and Social Responsibility programme with the Banks’s charitable foundation

Results

• Reduced in-year costs by >£1M with sustained annualised savings of >£3M
• Achieved ‘green’ status on TCF measures for regulatory reporting
• Maximised ROI on Premiership football sponsorship deal 
• Improved Brand Index by 20% supporting wider corporate messaging on business viability
• Launched a brand building campaign in key target regions for business growth