Case study Yorkshire Building Society

Reading Time: < 1 minute Yorkshire Building Society were looking for a more holistic approach to insight and a refresh of their approach to Insight Communities. They needed a new platform which would be closer aligned with current ambitions, joining up tracker data with community insight and incorporating external panel data.

The challenge

Many brands struggle to combine disparate data sources into a single version of the truth. Yorkshire Building Society were looking for a more holistic approach to insight and a refresh of their approach to Insight Communities. They needed a new platform which would be closer aligned with current ambitions, joining up tracker data with community insight and incorporating external panel data.

As a member-focused mutual, they were keen to improve member experience whilst still delivering fast and effective insight and to be able to gain an instant, ‘always on’ viewpoint. New product development and advertising effectiveness testing were focus areas for YBS and there was also a key recruitment need in terms of getting more Mortgage Customers onto the platform.

Our approach

We refreshed and updated ‘My Voice’ an Insight Community which worked from our ex-plor platform. Launched in 2017 and has since informed new product development, customer communications and brand development. The financial sector has experienced change at a rapid pace in recent years  and our platform has proved pivotal in  future-proofing their offering, adapting propositions to a new generation of savers, and developing and testing new digital platforms through which to engage members. Our work mapping customer journeys for new mortgage customers has informed YBS’ distribution strategy and identified opportunities for new offerings.

"Our community delivers on so many levels, with inclusive activities and multiple feedback channels for ongoing member engagement." Adam Lerner, YBS

The results

At a turbulent time for the financial services industry, YBS were able to change their offerings, improve their services and map out key points for customer interactions. They are now expanding the remit of their community to include more ad-hoc projects that will be run through the platform.

  • Continually informs mortgage distribution strategy leading to record mortgage lending in 2018

  • Increased focus on customer centricity led profits to be up by £12.1m YOY (June 2019)

  • Winner of 4 awards for Best Provider for savings and mortgages at Moneynet Awards 2020

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