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Middle Aged (35-54)
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Hello and welcome to another episode of Locked pod. Today I'm joined by Will Langdon Davies from TSB. We're challenging the norms of traditional banking and looking at how TSB are evolving into the digital world. This is a really interesting conversation I have with will certainly round customer experience. So well, thank you very much indeed for joining me on lock pods today. How about you give us a bit of an introduction, your job title and tell me what you do? It tsp Sure. So I My job title is what I have digital sales experience. So I have a human that look after Andi the experience, our customs go through and when everything was put up started Channel Wei used very much in play civilisation. But then we realised that person I dated would just have an element of the wider on this experience. Customs gate through. So, yes, I have been doing this for many digital sort of maybe three years. I worked that Get B for around about 9 10 years on start off finances, accountant doing that possibility modelling for credit cards, which is which is very interesting. And it's a useful back background into health. Thanks makes him really. I then moved into products working seven credit cards. Is that a two or three years? And then yesterday you guys move Cost. So yes, working in our digital sales experience, which is that quite a world he tried to get immediate incorporates quite a lot of imported things for our customers. Well, you really had a lot of experience across the bank, which I think, you know, stand in good stead when you go into the digital world because it's changed so much. But perhaps before we start talking about how it's changed in the digital world that you work in now, I kind of want to pull apart what banks mean by customer experience, because it's become quite a buzzy thing to talk about it. I'd love to, you know, And I know you and I know the way you explain things and you're very good at this whole thing. So help me understand exactly what banks mean by customer experience. Well, I think you are right that it is a trend that more and more people think any change in the Gulf to experience of some description. And I think what we needed is really putting. It's about really putting what the customer first again after that, to reason. It's like political Carty saying they want Children to go hungry. Obviously, everyone wants to put the customer first, but it's actually about effectively, ruthlessly, always trying to understand the experience a customer will go through when they they eat right through the bank. And I think it's about understanding from the June. Any able go through from sort of. Their first interaction with this city is the only way through opening a product service and product on maybe including important. But it is ultimately about you're looking at, not the silent sort of. This is my area of the organisation. This is your airs and organisation. It's about flipping on its head and say, If I'm the customer, what am I seeing? What it was about experiencing my going through it? It is confusing musicological on why they asking me these questions? Do I understand what these questions do understand? Sort of them taking out. So again, it is one of those things where if you take it apart and think about it, it's not rocket science, you know, is just about, If anything, you if you like coming the other side of the morning, then becoming that Andi asking what they're feeling, you know what is what is what do they need to know? What's best they need to go through to be comfortable in the job that they're doing It makes perfect sense. And you make it sound so much easier than it really is because, I mean, I've worked in banking for years and, you know, like any job you get so sucked into the work you're doing. Sometimes it's actually quite difficult to take a step away. And I think that's why roles that have really focused on customer experience and more important than ever before. But you mentioned personalisation earlier. I mean, how do you do it? Do you speak to customers? Is that how you learn? Do you take out these products yourselves? How do you actually learn this information so that you can apply it? That's really, really interesting concept. Wait. In most ways, I think personalisation is on DH way. I think customers cousin really value the reason people like going to a local part. I think is that the person I know bar knows your name. You know, this is all I will you know, How was your week? House extension going there has new puppy that something silly, Silly little things that make you feel how it makes you feel calm. And I think in the in the in the old days in inverted commas you know, when when brought the branch network was much busier and many more people with brunch there was much more than evident that there was much more element off knowing your customer because you can't have that little small talk. You can't have that, you know, that little wrapped up before he bailed out. And it's really difficult to translate that into a digital world in the digital space. It's not impossible, but it is more difficult. And you've got to make sure it's not necessarily weird or creepy because thanks to you know a lot about their customers by virtue of the fact that they a lot of the interactions they making everyday look. But we need to be able to use that with those two sources. We can use the sort of digital metrics in this state. We got about no customer spending whole days or 10 storeys or perpetual or whatever and use that to try and personalised experience. You know, we know that. We think based on other date we go another customs we've seen, we can just he saw two customers might win personal later my credit card. And that's quite old, you know, they're coming old school, kind of thinking of just presenting them with that with a loan with a credit card. But what we do now is we very much talked to our customers way, do a lot of use the testing. And, you know, we use an approach where we do a lot of discovery before we even start talking about how we wear gonna develop a product or develop a service. We talk to customers A ll the time way quickly. And it's all that you know, we're trying to quickly, Then I don't know, do something. It's great. Suggested getting custody about change it, do something again so that the two stowaways, like Clearasil, personalise where we try and speak. Because I understand. I understand the types of custom that we have. And then there's the day you have on that only 100,000 millions of customers, and we tryto pull those two things together. This will bring this personalised experience. So I think it's really important that we do trying to help, you know, make us see that that increase strange. Yes, it does. And you mentioned data and, you know, I remember in the past, as soon as you mentioned data, you know, people would actually get quite scared because, you know, you start to think about banks using your data. You see semi negative news storeys about it, but actually, it's an incredibly powerful positive thing and actually enhances the benefit to the customer. At the end of the day, it doesn't because I know you guys use it a lot as you were just saying, That kind of gain valuable insight on DNA to see about customer habits and lifestyles, for example, because I suppose banks, and you'll know this better than anyone with your experience. But banks aren't just about a place to put your money anymore. They're more of a partner, aren't they? They kind of you know, their feud through all sorts of different parts of your life. How does that translate it? TSB, That's really That's a really good question, and I think way like to think of what we're way. Try and give our customers money. Confidence. Okay, what is my home from this meeting? And I think, but one confidence, isn't it? I like the way you put it as a partner. What we're trying to do is we're trying to with money, call physician about customers having more money, or necessarily what what it's about. It's about giving customers the continent's understand money to be confident that if they had a shortfall in money or they needed by Washington clip their boiler, they have the confidence to navigate. What is it? Complicated Your money way were younger. Our parents didn't really talk about money. It was really kind of taboo subject. And it's been a bit of because we're in this weird period of I think I read something yesterday, I think, with a geriatric millennials, which made me feel ill. But, you know, wait period between being really cool and trendy, where everybody talks about everything. And, you know, we grew up with parents that didn't really talk about money, so we're kind of smack bang in the middle, and it's quite weird. It was a real transition for me to actually say It's all right to say I'm struggling a bit with money in this zone or I'm doing really well on this side and money conversations are happening more and more and more, and I think, as you say, the confidence you know the likes of TSP are doing to help encourage people to actually embrace money because we all have to do it. We'll deal with it whether we like it or no, what do your customers kind of telling you and have you kind of scene that attitude towards discussions around money change over your career?