Discovery research.
Helping to keep 30 million customers safe by understanding their cyber educational needs.
The Problem
Lloyds Banking Group is one of the world’s oldest and most well-regarded financial institutions. The customer demographic is wide and mature, with a large share of older and wealthy customers.
Keeping customers safe from cyber-crime is a high priority but educating customers about the risks they face is a challenge. I worked on an assignment running a Discovery phase of research, to explore the route to generate best in class education.
The Solution
As with all Discoveries, I used mixed methods of primary and secondary research.
Techniques included voice analytics of calls to the fraud team, call centre colleague triad interviews, quantitative surveys and focus groups with customers.
I paid home visits to interview victims of cyber-crime, as well as expert interviews with City of London Police and behavioural economists.
Over a four-month period, I gathered evidence that highlighted the weaknesses in customer knowledge of cyber-crime and the core challenges to overcome of educating customers.
The Outcome
I ran three one-day knowledge sharing sessions with members of the project team, with a total audience of over 300 LBG colleagues.
A strategic roadmap for educating customers was put in place, based on the Discovery insights.
The research insights led to redesigning the LBG website, with the latest scams they should be aware of front and centre in communication.
Internal innovation sessions led to a new digital product that educates customers post log in, where they feel the information is most personal.
A new cyber-crime and fraud brochure was developed for retail, for less IT literate customers and was distributed within six months of conception.
Overall, LBG is now considered #1 for customer awareness of cyber-fraud related risks.