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Customer Centric Transformation
Ombudsman Services
2018 and beyond
“Our transformation is starting to yield positive results for consumers, regulators and businesses.
We continue to focus on improving access and
awareness for consumers and encouraging businesses to put things right quickly, with the
ombudsman facilitating early resolution of complaints.
The new digital journey through web and our new
case management system is a key part of driving cultural transformation and change, which we
believe will deliver better outcomes for consumers and help to build trust and confidence in the markets
in which we operate.”
Matthew Vickers - Chief Executive and Chief Ombudsman
Brand - Key Messages Values
Believable and Real
We are a people business, defined by trust. Trust earned through impartiality, fairness
and empathy. Putting people at the heart of our business, we are an approachable,
helpful and human voice for consumers; an inspiring and enlightening companion to
partner businesses. No jargon. Speaking clearly, with empathy, from the heart.
New and improved digital journey
Digital first - research and immersion
The customer experience map above provides the structure and framework for how the B2C customer
experience is evolving; highlighting new areas of customer needs and opportunities that, when addressed
will alleviate some of the challenges users face. In parallel to this, the
new customer experience is being brought to life with new branding and tone of voice – simple, accessible, no jargon!
OS Digital Transformation
Case Management System (CMS)
1. Collaborative pilot with Cooperative Energy and EDF, continuously
learning to improve.
2. Introduced and showcased CMS at SLP’s.
3. Strategic client visits.
4. One to one and face to face system overview at customer locations for
larger business customers or medium sized that requested it.
5. Step by step system and case walk throughs over conference calls –
operations to operations
6. Supported customers to review processes to adjust from old to new
system.
7. FAQ’s collated and published and regularly updated.
8. Digital overview and digital learning created, published and regularly
updated
9. Rollout out support from project team and Key Account Management
team
10. Ongoing support.
Committed to modernising and improving the user access and experience
Right first time
More of the right contacts are coming
through first time with the new case
management system compared to old
system. (Source: OS Management Information comparing new case management system to Peppermint
2018 YTD. Evidence collected from seven companies onboarded).
Opportunities for Facilitated Case
Resolution (FCR)
Lower cost complaint handling, quicker
consumer journey. Rebuilds brand
advocacy. (Source: Peppermint TOR cases YTD new case management TOR cases YTD for whole energy
sector. Evidence collected from seven companies onboarded).
Enhanced Reporting of Case Volume
Drives greater insight and opportunity to
reduce consumer churn.
Better for ConsumersT h e n e w w e b s i t e a n d c a s e m a n a g e m e n t s ys t e m ( C M S) a r e d e l i v e r i n g a b e t t e r c u s t o m e r e x p e r i e n c e , g r e a t e r a c c e s s a n d a c l e a r , u n d e r s t a n d a b l e p r o p o s i t i o n .
of traffic now via
web. (Pre Nov’18 launch
channel traffic was
70%calls:30%other with 30% of
ITORs opened on web.
Top SEO Google
ranking for
“Complaints” in both
Energy and Comms
sectors
90,000 visitors pm
Traffic volumes
up + 6%
73% of ITORs via web
Most visited webpage
after home page is
Sectors / Energyhttps://www.ombudsman-
services.org/sectors/energy
1/31 in every 3 customers
come directly to website (Increased traffic via organic search)
70%Three mobile refer
the highest no.
customers to website
up 187%
Top referring websites
1: Citizens Advice 28%
2: Ofcom.org 6%
3: Utilita.co.uk 5%
Meaning they are
better prepared,
know how it works
and understand
possible resolution
outcomes
29% of visitors select
who they wish to
complain about first
34% of
visitors use
this button
How Data & Insight Can Help?
Collapsed Energy Suppliers
3-5% Identified through
vulnerable flag
Initial analysis of the suppliers who have entered SoLR shows in the months leading up to their collapse an increase in the proportion of complaints in relation to Payments & Debt, the summaries of these complaints will be at the core of analysis to help potentially predict the suppliers who are facing similar issues and who could be on the verge of collapsing.
High Level Complaint Analysis
Complaint CategorizationInsight
With the use of Text Analytics we are able to identify the “Root Cause” and more in depth insight from free text fields.
We have developed a word bank which is dedicated to complaint types, the word bank is structed as follows; Subtopic > Phrase > Synonym > Condition.
Using this model, we are now analysing the cases of the energy suppliers who have collapsed this year and using that insight we can run all energy suppliers through our model to potentially predict and identify suppliers who are facing similar issues.
Vulnerable Consumer Data – Energy SectorAnalyzing our current data
• Our case management system contains a ‘flag’ which can be activated on a consumer’s account to indicate that they are in some way vulnerable.
• In addition, further fields exist to record any accessibility requirements that the consumer may also have.
• The main flag suggests that, in 2017, between 3% and 5% of our complainants would identify themselves as vulnerable.
• By analysing the text on our complaint forms, we have found that vulnerability may affect/has affected up to 40% of our energy complainants.
• Between August 2017 and July 2018 44,756 domestic energy complaints were marked as complete.
• Of the 44,756 completed domestic energy cases, 44,381 had both the complaint summary and requested resolution fields populated.
• We have built a Python-based word bank to analyse the complaint forms. This involves explicitly stating all possible phrases and language cues that suggest
some form of vulnerability.
3-5% Identified through
vulnerable flag
40%Identified through Text
Analytics