Strengthened insight team delivers customer voice to Society
A new Head of Insight has been appointed at Leeds Building Society, as the mutual continues to seek new and different ways for its members to play an active role in shaping the business.
Tim Steere, formerly the Society’s Customer Insight Manager, has been promoted to the newly-created role of Head of Customer and Intermediary Insight, leading a seven-strong team of customer insight and data specialists.
They support the business by providing an in-depth understanding of customers – the Society’s current and future members – so it can keep improving service and tailor products and communications more closely to their individual needs.
“By delivering the voice of the customer to the business, we’re providing the information to inform our strategic priorities and define what a great customer experience is for our members,” said Tim.
“We’re developing a deeper understanding of our customers, what they want, and how this translates to the Society, and we’re also measuring that experience, to ensure it keeps improving.
“Our research helps us to meet members’ expectations more effectively, however they choose to do business with us, and we want to be able to show how we’ve responded to what they’ve said.
“I’m a data analyst at heart but I’m also interested in people and what drives their decisions and behaviour – I love understanding what makes them tick. So this job is the best of both worlds.”
Key insight projects include the creation of the Society’s member panel, TalkingPoint, which has grown to more than 3,000 members since it was set up 18 months ago. The panel has engagement and participation levels far above the industry average and members contribute to surveys and discussion groups which shape Society products and services.
Nikki Marsh, Leeds Building Society’s Director of Customer and Digital, said the investment in the customer insight team and Tim’s promotion demonstrated the importance the Society places on this field of expertise.
She said: “We wouldn’t exist without our members and the continued success of our business after more than 140 years relies on adapting to their changing needs so we remain present and relevant, helping even more to save and have the homes they want.”
Tim joined the Society in August 2014 and also works with other insight leaders as a director of AURA Insight, an industry organisation with more than 700 members from major international brands including Boots, Sky, Samsung and British Airways.
AURA Insight helps members keep up-to-date with the latest trends in research and insight, understand best practice in leading insight teams, and network with people in similar roles.
Notes to Editors
Leeds Building Society won the awards for Best Building Society Savings Provider and Innovation in Personal Finance (Part and part mortgages) at the 2016 Moneyfacts Awards.
Leeds Building Society operates throughout the UK, Gibraltar and Ireland and has assets of £15.9bn (at 31st December 2016). The Society’s head office has been based in the centre of Leeds since 1886.