Industry
Banking
Service
Product Design
Users
5M
From Hold to Handled
High volume, high costs, growing pain.
UK's largest bank, Lloyds Banking Group’s home insurance call centres faced a critical challenge: a high volume of complex service calls, leading to ballooning operational costs and unacceptable client dissatisfaction. Data revealed that just three types (“Amendments,” “Cancellation Calls,” and “Policy/Cover Queries”) consumed nearly 75% of total call handling time and over 250 FTEs. Average resolution times ranged from 359 to over 1,000 seconds, dramatically stretching resources and leaving low capacity for personalised customer care or growth-focused activities.
Reimagine the frontline with self-serve digital automation.
As design director, I led a ten-person design team to reimagine journeys for Lloyds Bank, Halifax, Bank of Scotland, and MBNA. We unified design systems, used rapid prototyping, and tested with 200+ users to create logic-driven, intuitive form flows for Amendments and Cancellations. Our smart, accessible self-serve journeys for Policy Queries dramatically increased digital completion, empowering customers and freeing up agents to handle complex needs.
Time to resolution slashed by 75%, and satisfaction soared by 90%.
Lloyds Banking Group dramatically reduced their operational cost and client friction by digitally transforming its highest demand channels, redefining the call centre as a strategic enabler of customer advocacy and efficiency.
The transformation delivered an immediate reduction of average call resolution times by 75%, while digital self-service rates rose above 60% within six months. Customer satisfaction scores rebounded as wait times and call handovers dropped sharply. Lloyds Banking Group reallocated operational savings to client experience initiatives, strengthening loyalty and unlocking new upsell opportunities—all while building a future-ready, scalable model for service excellence.
