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.

Venue

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


Additional Information

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