Skipton Building Society's Customer Conversation Tool

The problem

Skipton's Financial Advice team needed to decrease the number of unsuitable clients referred to the advice business to improve conversion and customer outcomes as well as cutting a significant level of lost adviser time.

The process

We conducted collaborative workshops to identify pain points and opportunities, discover desirable solution features and determine necessary data and rules for client qualification.

Once we understood the problem space, a design exercise was undertaken to develop the user experience for branch staff in working through a journey with their client to triage and route clients towards the best consumer outcome.

After prototyping and user testing, the solution was implemented in branches.

The solution

Working in partnership with Skipton, we iteratively designed, validated and delivered a digital solution that enables Skipton staff to identify, qualify and refer suitable clients to their financial advice team.

The new digital capability allows branch staff to complete a consistent and repeatable customer journey, and integrates with the existing Focus practice management solution.

The impact

Our solution enables better qualified leads, contributing to more engaged and more suitable appointment attendees as well as less wasted time for consumers, branch staff and the financial adviser team, which means improved conversions and better client outcomes.

It also improves operational data use, which means advisers are saving time and utilising captured data more efficiently.