Lesley Mitchell, one of our team focussed on continually improving the online application journey, talks about what we’re doing to bring this to life.
Tell us about some of the recent improvements you’ve made to Royal London’s online service?
We want to make it as easy as possible for advisers to apply for and manage new business applications.
As part of this, 2018 saw us launch our first online signature free trust process for our Relevant Life product. We also added an online address update tool for new business applications which can be especially handy when a plan is related to a mortgage for a new home. Both features were designed to make the application process slicker and are now widely used, with almost 600 relevant life trusts submitted online since September 2018 and just under 3,000 online address changes since last November.
This year, our focus has been on improving visibility for advisers during the new business process and moving from a paper-based model to an improved online model. This has included adding five new statuses to our online dashboard. These allow you to easily see when a decision has been made, when a plan is with underwriting and when a plan is not proceeding, making it easier to manage client expectations. To complement this, we’ve also made our decision terms documents available online for download within 30 minutes of a decision being made. These have been downloaded by advisers nearly 8,000 times since February!
We’ve made our decision terms documents available online for download within 30 minutes of a decision being made.
And last month we launched our streamlined declarations journey. Information is now presented in a clearer and simpler way with different options, depending on whether a client is present when the application is being completed or not.
How do you decide what developments to focus on?
We listen – it’s that simple. Feedback is the most valuable thing and through a combination of research, meeting with advisers and working with our customer service and sales teams, we grab every opportunity to hear what will make a difference and use this to plan our next steps.
Feedback told us improved online visibility and self-service tools were key to supporting advisers through the new business process. This was the main driver behind the dashboard updates and we’re looking to develop this even further, working with advisers to understand how we evolve our dashboard to provide even more options and support.
How have these changes been received with advisers?
The changes we’ve made have gone down really well. We track usage of our online tools and seek feedback around these so it’s great to see high usage and hear positive comments. And we’re delighted to win the Cover Award for Best Online Service this year, demonstrating that our changes and drive to continually enhance our offering is being welcomed by the market.
What else do you have planned for our online service?
We’ve lots of exciting things in the pipeline, including looking at next steps for online documents and working on further dashboard improvements.
The changes we’ve made have been big steps towards enhancing our online experience. But there’s always more to do - we’ll continue to work with advisers to understand the features that will make the biggest difference so we can keep delivering a great online experience.