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Speaker Evenings

Fighting for change: Putting the customer first at Nuffield Health

Fighting for change: Putting the customer first at Nuffield Health

In a nutshell

Date

This event has taken place.

COURSE FULL


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.

Description:

In January and February 2016 (the two busiest months for joining a gym), Nuffield Health’s Insights team undertook a large research project with 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 often unavailable.

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 Nuffield’s membership.

Implementing change, however, turned out to be a 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.

Keynote speakers
  •  
    Charlotte Klahn

    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 O'Leary

    Rachael is a Junior Research Manager 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.



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Where is the event taking place?

MRS

The Old Trading House, 15 Northburgh Street
London
EC1V 0JR

With thanks to:

Time

18:00 Registration, Drinks Networking

18:45 Presentation

19:30 Q & A

20:00 Finish and close

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Please click on the photographs to view each speaker's biography.

Booking

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.

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  • Non-members: to book and request an invoice, or to pay online click

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