Winner Focus: Direct Line Group

Paul AinsworthPaul AinsworthOctober 9, 20174min

One of the undeniable success stories of the 2017 Customer Experience Awards was Direct Line Group, which won an amazing haul of five trophies on the night.

The insurance kingpins claimed four Gold awards and one Silver prize following a busy day of presenting before judges.

The firm won the Best Financial Services (Insurance) title, along with landing the trophy for Best Customer Experience Training Initiative, in partnership with Blue Sky.

Gold trophies were also claimed in the Insight and Feedback (Financial Services) category, and for New Improved Product.

As runners-up, Direct Line Group won the silver award for Business Transformation, in partnership with Blue Sky.

The five trophies prove what Direct Line outlined to judges – that the firm is delivering “customer-led propositions that have shaken up the insurance industry”.

Staff spoke with CXM about their spectacular success.

Explaining the process that landed them with the Best Insurance Services award, Katrina King, Direct Line’s Head of Customer Experience, said:

“We undertook an integrated approach to align the organisation from top to bottom and engage our people behind our customer mission.

This programme of initiatives delivered highly impressive improvements in both Customer Experience metrics and employee engagement levels.”

Speaking of the scheme that clinched them Best Insight and Feedback, Ms King continued: “The ‘voice of the customer’ is embedded and actively used across Direct Line Group. This has enabled us to implement a series of initiatives to improve the experience delivered by our organisation and people.

“Not only that, Customer Experience feedback is used as a key part of employee reward and recognition frameworks ensuring employees at all levels in the organisation remain focussed on delivering the best outcomes and service for our customer.”

The company won the New Improved Product award thanks to their ‘High Performance Insurance’ programme. Outlining the scheme, Direct Lines Propositions Manager Louise Calvert said: “The range of propositions delivered, such as seven-day repair, onward travel, and Guaranteed Hire Car, have focused on minimising disruption to our customers’ lives.

“The impact of these propositions has been extremely positive for both customers and the business.”

Ms King added: Winning these awards is an amazing achievement for us and recognition for all the effort and hard work everyone in Direct Line Group puts into delivering excellence.

“The organisation is aligned against our mission of ‘making things easier and better value for our customers’ and excelling across these four categories further re-enforces we are delivering customer centricity in a truly cross-functional effort.”


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




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