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  • Story as a process
    • Shape, Structure, Share
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Convincing 3,500 frontline staff to own customer complaints.

 

AIB, an Irish bank based in Dublin serving customers across Ireland, the UK and the US, wanted to align customer service with their vision of always providing an exceptional customer experience. We stepped in to reinvent their culture of how complaints are managed.

 

The challenge

Change the mindset of staff towards customer complaints, and help them to turn the customer frown upside down.

 

What we did

Kicking off with a Story Shaping session with the Customer Care team, we established the foundation for the planned communication, and clarified the perceptions and actions that needed to change.

Storylining revealed more about the target audience, and the options we had to influence and inform. We interviewed a cross section of branch and call centre staff to get their thoughts – many were afraid of complaints, seeing them as uncomfortable, time-consuming, and non-value adding. They acted defensively with customers who complained, taking the complaint personally.

We decided on an animated film, approximately six minutes long, to branch staff to get on board with a new way of looking at complaints. There’s a link between staff wellbeing and the customer experience, so we centred the film around a staff member, to encourage a sense of a collective journey rather than a forced march. We demonstrated to staff that the emotion they feel about complaints shows in their facial expressions and mannerisms. These emotions can transfer to the customer who reacts to them – the customer’s behaviour is affected by how the staff member feels about complaints. And making the lead character an employee sends out the message that this is not only beneficial for customers but for staff too.

After a hugely successful launch, the film became part of the strategy to embed the change in culture within AIB and now forms part of the New Entrant Induction Programme.

 

The triumph

Surveyed staff found the animation good, engaging, positive and educational:

“The link between staff wellbeing and customer experience is something we want to emphasis so that everyone is aware of the impact their tone and action/ inaction has on the customer and themselves”
– Customer Services

“Positive, educational and full of references to emotion, which help get the message across so well”
– Group Marketing

“Such an engaging way to communicate the important message”
– Chief Risk Office

There was a change of mindset, staff are now owning the customer complaint experience and the Net Promoter Score improved – up nine points on the quarter before. Happier staff = happier customers.

Need help convincing your people about the change journey you’re on?

Contact us

Time to engage.

Let’s get to work connecting your people with what’s important – you talk; we’ll listen. Or maybe you’d like to know a little more first? You can email “hello” to one of our chief storytellers below, wherever you are in the world.

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+44 (0)7940 795027 anthony@writethetalk.com

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+852 6774 7064
imogen@writethetalk.com

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US Representative Office

+1.646.244.5505
simon@writethetalk.com

UK registered office:

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Privacy policy / cookie policy

GDPR and Privacy Policy

Introduction

This privacy policy tells you about the information we collect from you when you use our website. In collecting this information, we are acting as a data controller and, by law, we are required to provide you with information about us, about why and how we use your data, and about the rights you have over your data.

 

Who are we?

We are Write the Talk Limited. Our address is 24 High Street, Hillmorton, Rugby, Warwickshire, CV21 4EE. You can contact us by post at the above address, by email at hello@writethetalk.com or by telephone on +44 (0)116 253 3499.

We are not required to have a data protection officer, so any enquiries about our use of your personal data should be addressed to the contact details above.

 

How we use your information

Information we may collect about you
When you use our website
How long we keep your Information
Your rights as a data subject
Your right to complain
Updates to this privacy policy

 

Information we may collect about you

When you use the Website and/or when you otherwise do business with us we may collect the following information about you (‘Information’):

Personal information including title, first and last name.

Contact information including current business address, primary email address and/or primary phone number, Skype identification and other personal contact information required for business use as outlined in our terms of engagement.

Technical information including IP address, operating system, browser type and related information regarding the device you used to visit the Website, the length of your visit and your interactions with the Website.

Information obtained through our correspondence and monitoring in accordance with the statement below (Monitoring) and details of any enquiries made by you through the Website and any offline channels, together with details relating to subsequent correspondence (if applicable).

Monitoring:
We may monitor your use of the Website through ‘cookies’ and similar tracking technologies. We may also monitor traffic, location and other data and information about users of the Website. Such data and information, to the extent that you are individually identifiable from it, shall constitute Information as defined above. However, some of this data will be aggregated or statistical, which means that we will not be able to identify you individually. See When you use our website below for further information on our use of cookies.

 

When you use our website

When you use our website to browse our products and services and view the information we make available, a number of cookies are used by us and by third parties to allow the website to function, to collect useful information about visitors and to help to make your user experience better.

Some of the cookies we use are strictly necessary for our website to function, and we don’t ask for your consent to place these on your computer. These cookies are shown below.

Cookie NamePurposeFurther Information
_gaUsed to distinguish users.Expiration 2 years
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_gatUsed to throttle request rate. If Google Analytics is deployed via Google Tag Manager, this cookie will be named _gat_gtag_UA_119756202_1.Expiration 1 minute

How long we keep your Information

Where we are processing your Information on the basis of consent we will hold your data until consent is withdrawn.

 

Your rights as a data subject

By law, you can ask us what information we hold about you, and you can ask us to correct it if it is inaccurate. If we have asked for your consent to process your personal data, you may withdraw that consent at any time.

If we are processing your personal data for reasons of consent or to fulfil a contract, you can ask us to give you a copy of the information in a machine-readable format so that you can transfer it to another provider.

If we are processing your personal data for reasons of consent or legitimate interest, you can request that your data be erased.

You have the right to ask us to stop using your information for a period of time if you believe we are not doing so lawfully.

To submit a request regarding your personal data by email, post or telephone, please use the contact information provided above in the Who are we section of this policy.

 

Your right to complain

If you have a complaint about our use of your information, we would prefer you to contact us directly in the first instance so that we can address your complaint. However, you can also contact the Information Commissioner’s Office via their website at www.ico.org.uk/concerns or write to them at:

Information Commissioner’s Office
Wycliffe House
Water Lane
SK9 5AF

 

Updates to this privacy policy

We regularly review and, if appropriate, update this privacy policy from time to time, and as our services and use of personal data evolves. If we want to make use of your personal data in a way that we haven’t previously identified, we will contact you to provide information about this and, if necessary, to ask for your consent.

We will update the version number and date of this document each time it is changed.

 

Version Number – 1.0
23/05/2018

Why the rabbit?

You might be wondering that.
Well, ‘rabbit’ is a verb that means to talk:
Let’s meet up for a good old rabbit.
It comes from the rhyming slang rabbit and pork.

It's also an idiom:

Pull a rabbit out of the hat
which means creating a solution to a problem, against the odds and often quickly. So if you get the rabbit right, your successes will multiply.
Like rabbits.