EUROPE doesn ’ t , close it down and move on .”

Mortimer ’ s ultimate objective is to open up digital space to more of the YBS customer base . This will involve a mixture of promotional and educational activities with customers , as well as making digital processes simpler .

“ I see my role in this digitisation journey as the voice of the customer ,” he says . “ There is something in the DNA of YBS that puts the customer at its heart , and I speak about this from my own experience at bigger banks . The competitive product portfolio and customer experience becomes a powerful combination , and my job is to communicate that to as many people as possible .”

Mortimer and his team use a huge array of insight tools to track and analyse customer behaviour , helping to inform investment decisions . This includes use of segmentation models through to more detailed analyses

from Adobe SiteCatalyst , which offers visibility of how consumers are using YBS web services and points out possible inefficiencies . Clicktale software records customer sessions and displays heat maps showing patterns of click throughs , which can help YBS to place its most important messages in parts of web displays where customers naturally look . Running in tandem to this is what Mortimer calls “ common sense stuff ”. Whether this be simply spending time in contact centres talking to customers directly about their experiences , gathering colleague suggestions based on what they hear on a daily basis , or monitoring social media , it all contributes to creating a bigger picture .

“ We listen to all of these feeds and have a very long list of things we want to achieve , and filter these based on what can deliver a genuine difference

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