Working with lens on the Start Up Loans (SUL) Customer Journey Mapping and Optimisation project has been transformative. From the beginning, lens demonstrated a deep understanding of our business challenges, taking a thoughtful approach that engaged all relevant stakeholders – including frontline teams, third-party partners, and, most importantly, our customers themselves. This inclusive process allowed us to gain a clear, consolidated view of the customer journey, bringing to light diverse customer needs and pain points.

The outcomes of this collaboration have been both significant and measurable. Through process refinement and customer-focused solutions, we reduced loan approval times, lowered complaints, and now consistently achieve monthly customer satisfaction scores averaging 90%.

Beyond operational improvements, lens introduced customer personas that have transformed our engagement strategies and service delivery. This fresh perspective equips us to meet customer needs more effectively at every touchpoint, ensuring a more consistent and relevant experience.”

We’ve collaborated with lens on a range of strategic initiatives at Nationwide, including shaping Customer Needs Frameworks, advancing audience understanding, and refining proposition design. lens stands out not only for their depth of expertise but also for the strategic vision they bring to each engagement. Vicky and Helen combine an intuitive grasp of complex customer dynamics with a practical, results-focused approach that has helped us refine our thinking in ways that truly resonate with our customers. Their work goes beyond delivering answers; it brings fresh perspectives, strategic clarity, and actionable insights that drive impactful results. Their ability to navigate complex, nuanced challenges with a collaborative spirit and strategic focus makes them feel less like an agency and more like trusted partners. I would highly recommend lens to any business seeking impactful, high-quality research that’s rooted in empathy and a genuine drive to make a difference.

After a period of organic growth and huge disruption through the pandemic, Inntravel needed to stop and take stock of the customer journey. After a couple of failed attempts internally to map the end to end journey (‘It’s impossible to map this complexity!’), we realised that we would need expert support. I was delighted to find Vicky and Helen, who swiftly grasped the brief, provided an affordable and thorough approach, and were in the office workshopping within a couple of weeks.

The work has been hugely impactful; it highlighted all the areas for improvement and opportunities… But it was the ‘how’ of the work, that have left a lasting impression on Inntravel. Working with frontline staff rather than senior leaders. Vicky and Helen captured the nuance from the team on why we were facing challenges, and supported on the deeper thinking, pulled the team out of the day to day, and helped them start to solutionise. The team involved still talk about their involvement and how great the workshops were 2 years later! It really was a masterclass in engaging key stakeholders and embedding commitment to change within a business. lens’ invoice has been the best money I’ve spent in my 2 years at Inntravel.