Lifetime win Bronze Award in Business Change and Transformation at the UK CX 2022 Awards

Lifetime’s story

The apprenticeship levy (a tax on all companies with a payroll bill of £3million plus) was introduced in 2017 and completely changed the way apprenticeships were delivered. Lifetime had to modify several processes and products, and although this work was necessary, it caused disruption in the business: Lifetime had to be very internally focused.

In 2019 those changes were completed, giving Lifetime the opportunity to take a step back and ask “How has this impacted our customers, predominantly our learners, employer partners and coaches?”

Lifetime realised they needed an approach that delivered full company transformation – one that focused on the customer. This led Lifetime to develop the Elevate transformation programme. This included several improvement areas, but there were five key areas that were identified that impacted customer experience and needed action:

• Voice of the Customer: Lifetime developed a centralised and consolidated approach to listening to customer feedback through all channels. This was designed to identify the key pain points so they could develop improvement initiatives to respond to feedback effectively.

• Customer Support: A central support team was created where all learner queries were directed. This meant that it was a straightforward process for learners. 86% of queries are now resolved in the first contact.

• Close the Loop: A clear and automated learner dissatisfaction and escalation process was established, led by the customer support team. Over 70% of cases are solved first time.

• Data and Insights: Lifetime had a lot of data, but hadn’t fully realised the insight to support decision-making. They deployed modern analytics, machine learning and AI to fundamentally change the way they design and deliver an experience that their customers want.

• Learner Management System: There were four different learner and coach systems, which caused a disconnected experience. Learners now have one platform to access everything related to their apprenticeship. This transformation to one system benefits learners, coaches and managers throughout the entire apprenticeship journey.

The results

The innovation in workstreams has allowed Lifetime to work smarter and solve the issues impacting the overall learner experience the most. The results so far showcase the positive impact of the transformation.