Barclaycard

401 Edgewater Place, Suite 600 Wakefield, MA 01880 • Phone 781-876-8838 • www.CXPA.org

2013 CXPA Innovation Award Submission

Instructions: Please fill out the form completely and be sure to read the information regarding attachments/supporting documents at the end of the form. To view an example form, please click here. Maximum pages excluding attachments is 3 (size 11 point font or higher).

1. Please provide contact information for the primary contact for this award process.

Name of primary contact: Doug Villone

Company name: Barclaycard US

Position/Title: Head of Customer Experience Delivery

Email Address: [email protected]

Phone Number: 302 255 7683

2. Please provide contact information for the secondary contact for this award process.

Name of secondary contact: Chris Farrell

Company: Barclaycard US

Position/Title: Director Customer Experience Delivery

Email Address: [email protected]

Phone Number: 302 255 8090

3. CXPA members will not be given any preference in the judging of these awards, but we'd like to know if you are a member of the CXPA. (mark with “x” in right column)

Yes, I'm an individual member of the CXPA

Yes, my company is a corporate member of the CXPA

No, I'm not a CXPA member x

4. Is someone from your company planning to attend the CXPA Member Insight Exchange in San Diego on May 14 and 15? (mark with “x” in right column)

Yes

No

Maybe (let us know when you know) x

5. The CXPA wants other companies to learn from your efforts. Is it okay for us to publish your nomination entry to CXPA members? (mark with “x” in right column)

Yes, as is

Yes, if modified

Need to check x

No

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6. Provide company background: business/product line, size, markets and customers.

Barclaycard US is a top ten credit card issuer with $14 B in outstandings and 8 million open

accounts and is part of Barclays, the global bank headquartered in the UK with a presence

in Europe, Asia, Africa and North America. Barclaycard US also offers savings and CDs in

the U.S.

7. Please provide a short title for your innovation (6 words or less)

Barclaycard US – Voice of the Customer

8. What is the innovative customer experience initiative, program or capability? Please focus on WHAT your company did differently and HOW it did it.

From the frontline agent to the Chief Executive Officer, Barclaycard US has embraced the

need to act and think differently about the customer experience. Our journey to ensure

customer trust is grounded in one simple principle – Treating the customer the way we

want to be treated. This requires us to listen intently to the voice of our customers,

understand their needs and act on their feedback. This has been our focus over the last 18

months and has led to many ground-breaking initiatives as well as making it easier and

more enjoyable for our customers to do business with us.

Barclaycard US – Changing the way we interact with the customer.

So how do we listen? First and foremost, we start our day with the voice of the customer. In

early 2012, our Customer Experience team started sending a call out prior to the opening of

business each day to all members of management. The call ignites cross-functional

dialogue about the experience and results in most meetings starting with discussion about

the daily call and how the full business can work collaboratively to change the experience.

Presently, we have over 1100 colleagues listening each day and have illuminated some of

the most emotional and challenging customer issues to our non-customer facing

managers. This deep customer insight continues to accelerate customer improvement

activities, eliminated silo-driven project prioritization and made everyone accountable for the

customer.

At BCUS, we have also led the industry in tracking and actioning customer complaints. We

have installed a process in we have true accountability back to the business owner via a

robust root cause analysis process as well as a means to share complaint management

performance across our senior leadership team in the US as well as globally in our monthly

complaints management forum. These monthly sessions allow individual business units to

share review and comment upon their own complaint trends as well as share performance

insights.

Sharing this voice of the customer feedback in both the call listening and complaints

management forum led to the creation of our 2012 Customer Experience Roadmap, which

last year mobilized over 75 colleagues from across the organization (Executive Committee

to Front-Line) to develop and implement initiatives focused on six key customer experience

pillars. This work has resulted in over 200+ key initiatives implemented during 2012 with

targeted focus on moments of truth, hiring and training and agent empowerment.

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9. What were the results? Let us know, specifically, how the initiative has IMPROVED CUSTOMER EXPERIENCE and how it has impacted your company's BUSINESS RESULTS? Be as specific and quantitative as possible about the results.

Through 2012, our enterprise level customer experience efforts delivered significant value to

the financial health of the business by reducing our contact rate and eliminating broken

processes which led to a 44% reduction in overall complaints. We also realized a 14%

improvement in our customer satisfaction year over year and voluntary customer attrition

was reduced by 28%. Through our analysis, we have found that reducing complaints

improves the profit per account by 16% allowing us to reinvest in the customer experience.

10. How was it innovative? Please list the top 1 to 3 ways in which the program described was innovative, such as the creativity of the design, degree of representing new and different practices, extent that you developed leading edge approaches, or how it involved standout leadership or a game changing model.

The discussion and energy around our listening program led to even further engagement

with our senior leadership team. Each month the Executive Committee hosts a Customer

Accountability Forum dedicated to top customer pain points. The customer experience

team brings in multi-channel complaint examples (email, phone and mail) and uses them as

a springboard for discussion and change. Each session ends with a customer experience

decision and implementation plan. It is the business owner’s job to execute against the plan

and come back to the forum with status and results. This closed-loop management enables

continuous senior management commitment, maintains priority and focus on the customer

and drives enterprise-level ownership.

Additionally, we built a robust complaint management system to ensure we capture every

‘expression of dissatisfaction’ from our customers regardless of channel, business line or

contact center. This information is carefully tracked and reviewed by a team of analysts

who in turn produce a detailed root cause analysis shared with the business owner to

ensure ownership and process correction. At Barclaycard US we truly believe a complaint is

an opportunity to create a magic moment. Early on in our process, we realized we did not

have transparency into all the reasons why a customer might be dissatisfied and complain.

11. What 1 thing from your initiative advances the field of customer experience?

One of the most innovative features of our customer experience journey was the launch of

Barclaycard ‘Ring’ in 2012. This product has disrupted the credit card model and

represents a fundamental shift in how people interact with their credit card company

combining social media, online banking and financial education.

This is a new model in which members of an online community collaborate with us to create

a simple low rate credit card and build a mutually beneficial way of doing business.

Members learn and share, take part in blogs and discussions, weigh in on community topics

and vote on product features and benefits. This breakthrough product puts the power in

the hands of the consumer and gives them a voice in how their credit card works for them.

Taking this concept one step further, community members share in the profits and have

transparency into their collective profit and loss statement.

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Attachments/Supporting Documents:

You may submit up to 5 additional pages. They must be in 8 ½ X 11 format (either portrait or landscape) and in PowerPoint or PDF. The attachment should be used to illustrate the innovation and help it come alive, so graphics and photo shots are encouraged.

Naming the File

Ideally, please put the submission form and the supplemental pages into one PDF document with the file name:

“COMPANY NAME and SHORT TITLE” (title from question 6) Alternatively, you may submit the submission form and supplemental file as separate documents, but please put the file name as above on each. Submitting Email your document(s) to Brittney Burns at [email protected] with subject line:

INNOVATION AWARD

Thank you for your submission!

Questions? Contact Janice Carroll at [email protected]

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An experienced credit card company

with a history of innovation Barclaycard is one of the originators of the credit card concept in Europe,

and a top-ten issuer of MasterCard and Visa in the U.S.

A nimble startup with an entrepreneurial culture Launched as Juniper Bank in 2000 with a single-minded focus on building

great partnerships, and purchased by Barclays in 2004, Barclaycard US

maintains a culture of rapid development, and teamwork

A partner to some of the best brands in the world Customer experience exemplars like Apple, L.L.Bean, Virgin America,

Williams-Sonoma, Barnes & Noble, and Ameriprise choose us as

their partners

A growth company that is changing the

way it work with its customers New product and service enhancements built around the customer, and

more on the way, aimed not only at changing our own relationship with

customers, but that of the entire industry

Who is Barclaycard?

Call center

colleagues in Wilton,

ME

Colleagues

participating in a

video shoot

The L.L.Bean Bootmobile

visits our headquarters in

Wilmington, DE

Colleague

‘Rewarding Experiences’

display in our lobby

The “Go To Bank”

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Customer driven banking model

Simplicity Proliferation of technology and trends

that put infinite control and information

at consumers’ fingertips

Regulatory Environment Significant Shift in Regulatory Oversight of

Financial Institutions (Credit Card Act)

Social Media

& Collaboration Explosive Growth of Online Social Media

Influencing Products, Behaviors, Politics

Consumer

Confidence in Banking Alternatives to commercial banking like credit

unions and startups Bank Simple and

Movenbank gain momentum

Consumer empowerment necessitates a new banking model

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How we’re transforming our company Putting the customer at the center of all our decisions

People

Frontline empowerment

New desktop tools

Redesign of training

Customer Champions Program

Policy

Daily customer call listening

LiMME—Lives Made Much Easier

Customer satisfaction-based incentives

200+ changes in 2012

Process

Customer Transformation Hopper

Accountable executive process owners

Dedicated reengineering team

Product

Barclaycard Ring

My Own Way Rewards

Enhanced customer servicing website

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Simple 8% (not 7.99%) rate, no intro rate, no rewards

2 page summary of card member agreement,

in easy to understand language

No repricing

Transparent Show community P&L on website

Allow community to have input on financial

trade-off (domestic vs. off-shore servicing)

Fair Community shares in profit of community,

community decides what to do with profit share

(charitable donation or statement credit)

Low fees, no balance transfer fees

Debt help and education

Unbiased opinions from other

community members

Barclaycard Ring MasterCard The world’s first crowdsourced credit card

Scan to watch our video

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“…a new era in e-commerce and

finance, in which a social media-

centric online community.”

March 5, 2012

“Thanks for your honesty

and willingness to change.”

– Ring Customer

“The improvement in customer focus at

Barclaycard now means there is no difference

in service for an Apple customer when we

refer them over to Barclaycard. ‘Seamless’

can be an overused term in business, but in

this case it perfectly describes the experience

Apple is now offering with Barclaycard.”

– Gregg Gerst, Director

Worldwide Financial Services

“Looks like one bank took notice of

consumers' frustration with high

fees and minimal transparency.”

What people are saying about us

“It is very clear and simple

to understand. Now I don’t

have to pay a Lawyer $50 an

hour to interpret my credit

card agreement”

– Ring Customer

“A New Credit Card Lets

Customers Make The Rules”

March 5, 2012

“Now if I could only get my

other cards’ customer

service to be up to par the

world would be complete!”

– Customer

“Most significant improvement

(29 pts.) according to the J.D. Power

and Associates 2011 Credit Card

satisfaction study.”

"These are significant

improvements and considered

best in class increases for 2011”

an industry leading customer care

and analytics solutions provider

“…unlike any other credit card we've ever

heard of.”

“this all by itself is a radical re-think of the

normally impenetrable process.”

March 5, 2012

We’re on a mission to change the banking model,

and others are beginning to take notice