Lloyds Banking Group: Lloyds Banking Group: Closer to customers and clients

This paper outlines a UK-based 'customer immersion project' for Lloyds Banking Group (LBG), a research programme to help drive the bank's mission of building empathy and putting customers at the heart of its business.

Closer to Customers and Clients

Ipsos and Lloyd's Banking Group

Research context and challenges

LBG's strategy and responsible business plan 'Helping Britain Prosper'advocates that when people, businesses and communities across Britain prosper, so will LBG. It provides a framework based on putting customers first, keeping things simple and making a difference together. To help achieve this, the customer immersion programme, a major new research initiative, was launched in 2015. It enables LBG employees to empathise with its diverse and complex customer base and therefore to better understand their different needs. This in turn allows LBG to develop propositions...

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