The campaign

A ‘conversation between equals’ to improve the customer experience

We gave financial services provider LV= a vibrant new tone of voice to reflect its new brand and values. We then reworked its communications to revitalise its customer and employee experience.

We inspired hundreds of employees at all levels – across senior management, compliance, legal, HR, customer service and marketing – to embed their modern new brand. We rewrote template libraries, trained teams and identified and coached tone of voice champions across the organisation.

The Results

Brand building

Net promoter scores jumped dramatically post project.

More effective communications

More engaging and more personal communications improved customer feedback and employee morale.

Improved customer experience

The project resulted in faster, more successful first-time customer response and a more consistent and improved customer experience.

Communications streamlining

A more consistent style and tone across all business areas led to fewer bespoke content needs – this helped streamline operations.

Far too many brands in financial services ignore the importance of tone of voice in customer communications. At LV= we try to ensure a tone based on a ‘conversation between equals’, not the usual condescending mumbo jumbo or patronising insincerity that some others churn out.

David Radford - ex Head of Marketing LV=

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