Experian Awards Case Study 2013: Actionable Analytics delivers focus on customers

Follow the links to see the full Case Study, Conference Presentation and the Site Visit Agenda.  View the videos of the Conference session and Q&As on the Planning Forum YouTube channel.

Insightful data, together with collaborative, customer-focused conversations and agent-empowerment have driven customer satisfaction up 11% and long-term retention up 38%.


A joined-up approach to analytics by the operational support centre at Experian UK has been brought to life by a business-wide Actionable Analytics (AA) Forum – incorporating call analytics, planning, quality, customer insight, knowledge management, operations, product and marketing teams. This has provided quantitative evidence of the need for change alongside practical, ‘human’ examples. A collaborative feedback culture has been vital here, engaging all levels of employees. More than 50 process changes have already been generated in this continuous improvement environment, alongside a new QA framework, delivering increased revenue, operational efficiencies and a significant improvement in operating margin.

Site visit report: quality, knowledge management andanalytics at Experian

Around 25 professionals gathered for the best practice site visit to Experian on 26th June in Nottingham. Delegates represented a wide variety of job roles from head of operation and planning/analysis to Quality Manager or Knowledge Manager. Experian's award-winning experience proved to be a fantastic catalyst for discussion and learning about how to create a climate of customer focus.
The ground-breaking work of Experian's Analytics Framework was a key focus (see the video!) and inspired delegates. In particular the "team cross functional working" was a key learning from the visit, as Sabeh Hassan from Camelot commented. "My key learning was … how they have changed behaviours and myths within the business", adds Lynne Gallogly at KnowHow.
Changes to the QA Assessment framework were a key take-away for delegates across all industry sectors. Many already had this on their agenda and found it really useful to learn from practical experience at Experian, like Daljit Patel, the newly appointed QA Team Manager at Creation Marketing Services, Scott McCulloch, Process Manager at Camelot and Kate Cornell, Telephony Channel Manager at Worcestershire County Council. “It’s been most useful gaining an insight into how a ‘real-life company’ has implemented change”, comments Dave Harrison, Senior Service Quality Coach at Eon UK, “We are on the right path with quality but need to bring focus to a few key areas - including measure – and engage with front line staff/end-users more regularly”.
For the first time, at a Planning Forum site visit, there were also several managers responsible for developing knowledge management and ideas in this area were another key take-away for delegates, several of whom are interested in forming a networking group to meet at the National Best Practice Seminar on 19th November.


  • 38% increase in customer retention and 11% increase in overall satisfaction scores
  • 50+ process changes generated to date
  • 23% reduction in the volume of phone logs
  • 13 point uplift in frontline approval of service-focused internal processes
  • 89% drop in repeat contacts in retention team
Take a look at these articles, videos and links
2013 Winners and Case Studies
Case studies on customer experience and quality
Editor's Choice for May 2013
Quality: what are we missing with a tick-box approach?
Speech Analytics at The Forum


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