Our recent brand refresh plays a key role in positioning Lowell as a brand that people recognise, is easy to engage with, and provides the help they are looking for. It’s also at the heart of an ambitious digital transformation programme that aims to deliver exceptional customer experience.
In March we launched significant changes to our customer website, including improved navigation so customers can easily find what they’re looking for and an enhanced visual identity, with more appealing colours, and warmer ‘real-life’ images that resonate with visitors to the site. These changes were introduced alongside a revamped Notice of Assignment letter, our first contact with customers, that also incorporated a new design and content.
A unique opportunity
The rapid emergence of the COVID-19 pandemic shortly after the rebrand launch, highlighted the importance of providing our customers with a ‘best in class’ digital experience that delivers the right level of support, whenever it is needed.
The crisis put a unique emphasis on the effectiveness of our digital transformation programme and refreshed brand. The results delivered so far are very encouraging:
Year-to-date digital collections ahead of target
Website sessions year-to-date up 26% versus the same period in 2019
Quickest ever engagement response time from receipt of Notice of Assignment letter
Significant improvement in Average Settlement Values
Trustpilot rating stands at 4.3/5 - on par with leading UK Financial Services brands
In addition, the feedback from our customers is very positive. Comments received regarding the website include: “easy to use”; “well laid out and easy to navigate”; “got everything set up for repayments within minutes”; and “allows you to do what needs to be done without the hassle”.
Insight was central to the brand redevelopment
In order to inform the direction the brand should take, we took a step back to examine our customer journeys and the experience they deliver in different circumstances. From this we were able to identify where there were disconnects between on and offline customer experiences and address the changes required. Refreshing the brand identity provided the platform from which to deliver service-wide consistency, thereby instilling trust and really building on the overall Lowell experience.
As a starting point we undertook an in-depth analysis of our customer database to review our interaction points and get a clear view of how customers get all the information they need when they engage with us. We also conducted extensive external research that included visiting customers in their homes, and using advanced digital measurement tools, such as website traffic heat mapping and eye tracking. Historically Lowell hasn’t leveraged qualitative research but it’s now fundamental in determining how we will design and develop customer propositions. Using this insight, we created accessible content to align with our customers’ requirements. Our tone of voice is consistent and jargon free and is communicated in a user-friendly way. Our goal was to create an easy-to-navigate experience, whether on PC or mobile device, and provide simple payment options that allow customers to find a plan that works for them.
The benefits of our digital transformation extend to clients by positively impacting their customer engagement and brand perception too. Our insights team continue to gather response data to ensure that we keep moving with the ever-evolving digital landscape and continually improve our digital experiences to drive the right outcome for our customers.
UK Marketing Director, Neil Costello says, “We have a goal to deliver exceptional customer experience and we are passionate about embracing both proven and emerging digital technology to help us achieve this. Our brand refresh has been a fantastic addition to our digital transformation programme and the value of that work has been shown in how it has helped both us and our customers manage the impacts of the COVID-19 crisis. There is no doubt that our digital-centric customer experience is gathering momentum and we are fully committed to further enhancing our digital platform and seizing this unique opportunity.”