Case Studies
The Challenge
The initial objective of the project was focused on improving operational efficiencies and removing ‘non-value add’ activity across the Start Up Loans (SUL) customer journey – the outcomes and impact of this work far exceeded this initial objective.
The Approach
lens undertook an iterative approach to the project – this involved engaging with stakeholders and teams responsible for delivering the customer journey, including frontline and 3rd party partners, as well a robust programme of qualitative research with customers who were currently going through the journey or had recently been through all or parts of the journey.
These perspectives, along with existing data and insight held within the business were brought together to provide SUL with ‘one view’ of the customer journey, as well as some in-depth insight into the different customer types and personas that experienced the journey and how their needs differed.
The final stage of the project was focused on optimisation of the journey – identifying root causes and developing customer-focused solutions to directly address pain points.
Outcomes & Impact
This work has directly resulted in positive impacts both for the customer and the business –
- Reduction in loan approval time
- Decreased complaints
- Increased loan application success rates
- Saved £70,000 annually by resequencing a customer journey step that generated 52% of complaints
- Operational efficiencies including automation of manual processes
- Improved consistency across the customer journey
Additionally…
- A new way of thinking about/ categorising customers – supported by new customer personas – which has informed tailored engagement strategies and enhanced service delivery, ensuring a relevant customer experience across all touchpoints.
- A single view of the ‘as is’ customer experience – this has enabled SUL to unite teams / third parties, training with onboarding new starters
lens have since worked on a follow-up project to update the journey based on the improvements made following the initial optimisation work.
(British Business Bank)
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.”