What happened when Nuffield Health’s research team
discovered a great piece of insight to improve its customers’ experience - but
encountered internal resistance to change?
What you’ll learn:
How Nuffield researched its customer’s journey in-house
What happens after a key piece of insight has been uncovered
Tips for fighting for change – how to get key stakeholders on board when
the change doesn’t fit with their agenda or priorities. This should be
interesting for both those working agency-side and client-side, as it will give
ideas on how to ensure their insights are used within the business.
Ideas for how to raise the profile of an in-house Insights team.
In January and February 2016
(the two busiest months for joining a gym), Nuffield Health’s Insights team undertook
a large research project with over 60,000 potential members to understand the highlights
and pain points in a typical enquiry journey. The research uncovered a
significant issue: because of changes to the enquiry process – designed to give
customers more flexibility and control over their journey – many potential
members were not being offered tours when they arrived at the gym as staff were
But, as the research also showed,
having a tour is a fundamental part of the enquiry process and resulted in far
higher joining rates – so the Insights team assumed it would be easy to change
the enquiry process in order to improve the customer experience and grow
Implementing change, however, turned out to bea significant challenge that involved taking the
findings to the highest level. Rachael O’Leary and Charlotte Klahn from
Nuffield Health will demonstrate the importance of fighting to ensure that
strong insights produce real change within a business – indeed, having won
their internal battle, conversion rates have increased by 61% in just four
weeks, bringing in 300 new members to Nuffield Health.
Charlotte is Research Manager at
Nuffield Health. Shehas worked in market
research for over ten years in both agency and client-side roles and is
responsible for delivering insight across Nuffield Health’s various
services. Most recently Charlotte has successfully implemented continuous
research programmes for brand and hospitals, and supported the development of a
new CRM process championing the voice of the customer. Charlotte’s
experience ranges across technology, finance, and FMCG, working for blue-chip
multinationals in these industries.
Rachael is a Senior Research
Executive at Nuffield Health.She joined
Nuffield Health in 2014 after working in an agency role and is responsible for
numerous research projects across the breadth of its services, including
managing continuous research programmes and ad hoc projects. Before
working in research, Rachael graduated with First Class Honours in Psychology,
where she achieved the highest graduating mark in her year. She is also a
published author on genetic and sleep research.
Where is the event taking place?
With thanks to:
19:30 Q & A
This is the other tab
Please click on the photographs to view each speaker's biography.
This event is free for Members and there is a fee of £30 (£25 + VAT) for non-Members.
Please note: Each attendee needs to fill out their own booking form. It is not possible to make multiple bookings on one form.