Setting the scene
Morses Club have a need to regularly engage with customers to understand more about their needs and experience of dealing with them across a range of customer journey touchpoints.
Morses Club is one of the largest home credit providers in the UK and they have significantly evolved over recent years following a merger with a major competitor, stock market listing, and launch of a new specialist online brand.
The client identified a need to conduct customer research to understand key areas for improvement like customer satisfaction and retention as well as demonstrate evidence of treating customers fairly. Mustard were therefore commissioned to be their research partner and we have completed telephone research on their behalf on a monthly basis since 2014.
What we did
With a need to engage with a representative audience of customers, a telephone interview approach was recommended. This method ensured that important customer profiles were not excluded, and also ensured that we could provide a warm and engaging experience consistent with the brand.
The interviews are designed to evaluate the customer’s experience at an overall level and also across specific key areas at a range of touchpoints on the customer journey. They also evaluate key needs and behaviours, gauge areas for improvement and incorporate the flexibility to test the appeal of new ideas and concepts.
We have completed over 10,000 interviews on their behalf since 2014. These are scripted, hosted and managed in-house on our industry leading Confirmit platform, and completed by our trusted fieldwork partner.
Since the commencement of this programme of research, the results have been used to inform strategy and change at Morses Club in a broad range of areas. These include the introduction of new products as part of their diversification strategy, new service initiatives, new payment methods and a new online brand.
The results are also reported on a monthly basis as a key part of Morses Club’s PLC commitments, evidencing their outstanding customer satisfaction and compliance with FCA requirements.
“The customer research Mustard conduct for us has been instrumental in providing feedback which is used to underpin our business processes – from the products we offer to the customer service we provide. They have helped us to make a difference to our teams through more informed decisions, which helps us to deliver on a key objective of Treating Customers Fairly”