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Barclays has been shortlisted for two awards by the Institute of Customer Service for its client focus in Guernsey, Jersey and the Isle of Man.
At the upcoming UK Customer Satisfaction Awards 2017, Barclays will be on the shortlist for the Customer Focus Award – Large Enterprise and the Best Customer Satisfaction Strategy Award.
Head of client experience for Barclays, Russell Baker, explained that the nominations came off the back of a programme of improvements aimed at making banking more streamlined for corporate and fiduciary clients.
“We worked with clients as part of our client journey project to see where we could improve, and identified three key areas: increasing online capabilities, improving the availability of expert relationship managers and improving our application forms.
“We’ve introduced business partners in Guernsey, Jersey and the Isle of Man, whose role is to focus on guiding clients through the account opening process. We’ve also created a market-leading ‘intelligent’ application form which gives dynamic guidance as clients progress through the form. It also pre-populates relevant sections much more easily than has been previously possible.”
The Awards are judged by an independent panel of experts and will be presented in March 2017.
“Internally we also implemented two key innovations. A workflow tool that is used across the jurisdictions to ensure work is allocated efficiently and a centre of excellence which supports all our account opening teams and ensures that an account opening expert is available at all times,” said Mr Baker.
“Improving the account opening process is a priority because it has become so complex. In some cases the due diligence and know-your-customer requirements, and the varied ways businesses are structured can delay the account opening process. It is not ideal for clients to have further delays stacked on top of this. As a result of the changes we have made the controllable aspects of account opening as efficient as possible.”
Barclays tracks its customers’ satisfaction through Net Promoter scores. The implementation of the client journey project saw Barclays’ scores rise from a position alongside industry norms to performing alongside the industry’s leading scorers.
“We have seen such a significant NPS uplift because our focus has been on removing pain points for our clients and colleagues,” said Mr Baker.
“Since the nomination our NPS has continued to rise and we will continue to use the various channels of feedback to differentiate ourselves and make our service first class – that is what client experience is all about.”
Shaun Phillips, Managing Director, Barclays International said; “I am immensely proud to have been shortlisted. This confirms that we have listened to both client and colleague feedback and really got behind this to improve something so fundamental to our relationships with clients. There are some nice technology enhancements in our solution which we can learn from and apply to other areas of our business.”
