When the Financial Conduct Authority (FCA) first introduced the term “conduct risk”, there was some feeling in the industry that the first steps in implementing a strategy were unclear.
The first step of developing our conduct risk strategy was to map the customer’s journey through the mortgage enforcement and sales process. Take a look at our Customers in arrears journey with TLT.
The customer journey map has revealed opportunities for improvement and innovation in the experience, acting as a strategic tool to ensure every interaction with the customer is as positive as possible, in what can be a difficult time for the customer.
Benefits of customer journey mapping
The process of customer journey mapping enabled us to look objectively at our business processes. We identified all customer interactions through the mortgage enforcement and sales process and looked for areas for improvement.
The process has encouraged more engagement with customers, which in turn has helped create better outcomes.
Better customer experience
- Delivery of information, messaging and service provided is at the right time, and in the best way.
- Ability to empathise with the customer, and approach the process from the customer’s point of view.
- Identify areas where the customer could easily become confused.
- Easier to meet expectations of the customer.
- Delivery of a seamless experience that encompasses all relevant departments and teams.
- Plan the most efficient and effective experience, avoid duplication and shorten the process.
- Anticipate system demands.
- Identify the vulnerable points in the process where service breakdowns are possible.
- Reveal areas where needs are greatest and service is most valued, enabling resource to be prioritised effectively.
- Set performance indicators to measure and track progress.
What to do next
For frontline staff
- Create your own Customer Journey Map. Follow your customers journey from start to finish, list all the interaction points.
- Read the standard letters you send to your customers, are they customer focused enough?
- Phone yourself – how easy is it to get through to an operative at your place of work?
- Report any inflexible systems and mandates to your line manager.
- Review your existing training – consider whether it is customer focused enough.
- Consider completing a Customer Journey Audit – follow a case from start to finish, look at all the customer interaction points and look at any areas for improvement.
- Implement a referral process to deal with any inflexible systems.
- Set a strategy, make a plan of any areas for improvement setting deadlines.
This publication is intended for general guidance and represents our understanding of the relevant law and practice as at July 2016. Specific advice should be sought for specific cases. For more information see our terms & conditions.