LV= Reduces Open Formal Complaint Volumes by 40% With Aptean Respond

LV= is a UK-based mutual insurer offering protection, savings and retirement products to more than 1.3 million customers and members. With a heritage dating back to 1843, the organisation has a long-standing focus on delivering the right outcomes for its customers. 

Its customer service teams handle a wide range of interactions, from complaints to regulatory information requests, making efficient case management critical to maintaining service standards.

The Challenge 

Back in 1996, LV= was using a ledger to record complaints, with all complaints logged and updated manually. As customer numbers grew and processes became more complex, this approach became increasingly difficult to manage. At the same time, the team was dealing with an increase in scope of requests. 

Jenny Briars is the manager of the team that handles customer complaints at LV=. She explains, “At the moment, our team is kept busy dealing with not just complaints, but PPI requests and GDPR information requests, too. Regardless of the scope or volumes we’re faced with, our priority is always to secure the right outcome for the customer.” 

LV=  needed a more efficient way to: 

• Manage complaints at scale  

• Handle GDPR information requests  

• Report on performance and capture customer feedback

“Aptean Respond revolutionised how we dealt with complaints, securing real efficiencies for us in terms of how we managed the entire process.” - Jenny Briars, Head of Complaints, LV=

The Solution 

After a thorough assessment of the complaint management software market, LV= implemented Aptean’s best-in-class solution for finacial services businesses, Aptean Respond.  

Jenny explains, “In 2018, we conducted a thorough assessment of the market and Aptean Respond came out on top in every area. There really was no comparison on cost, functionality and support. Everyone we deal with at Aptean is very helpful and always available to answer any questions we might have.”  

LV= uses Aptean Respond because of its ability to support the entire complaint handling process in a single solution. Through giving front-line staff access to key information as well as the ability to update information directly in the system, it reduces any duplication of effort and streamlines complaint resolution for an enhanced customer experience.

“They’re [Aptean] also really good at listening to what clients want, making valuable changes and additions to Respond following our feedback and suggestions. We have a great working partnership with the team, which, when combined with the functionality and effectiveness of Respond, shows why we’ve used it for so long.” - Jenny Briars, Head of Complaints, LV=

The Result

Aptean's comprehensive solution has enabled a range of benefits for LV= across complaints procedures and beyond. Here are just a few:

• A single solution for multiple processes

• 40% reduction in open complaint volumes

• Flexible, accessible and in-depth reporting

• Streamlined complaint resolution

• Enhanced customer experience

Where Respond has really come into its own over the last few years is through its ability to be used for more than just complaints management. At LV=, all GDPR information requests are processed using Aptean Respond. Similarly, the team uses Respond to capture customer feedback, something that’s proving invaluable for the business.

Jenny continues, “Contact centre staff can get the best possible outcomes for customers as they can see at a glance the workload they’re dealing with, enabling them to prioritise their daily activities. Comprehensive case management, including diary tasks, makes the process easy and it’s straightforward to get any new team members on board.”

Most recently, LV= has used Aptean Respond to underpin a new team that’s been set up, responsible for the immediate escalation of urgent complaints and customers in vulnerable situations. Tasked with investigating the customer’s situation and securing the right outcome within 24 hours, the effect that this new process has had on the business has been fundamental.

As Jenny explains, “This has revolutionised the turnaround times for complaints as a whole, doubling our informal resolutions within the FCA’s eight-week time frame. Respond has impacted our open formal complaint volumes immensely. Most importantly, the customers are getting quicker outcomes with a greater focus on their specific needs.”

“We’re not constrained by system parameters, enabling us to slice and dice reports to meet the particular needs of LV= at any moment in time, with interactive dashboards presenting the information in an easily accessible format. And, when it comes to compliance, this comprehensive reporting capability allows us to demonstrate transparent, robust complaints management to the regulator, too.” - Jenny Briars, Head of Complaints, LV=

Aptean Respond: A Better Way To Manage Customer Complaints 

As customer numbers grow, complaint handling gets harder to manage with manual tools. Spreadsheets or ledgers may work at first, but they slow teams down over time. A complaint management system helps organise cases, track progress and keep everything in one place. This means your team can focus less on admin work and more on solving customer issues.

That’s where Aptean comes in. Companies like LV= trust our tool to manage complaints efficiently while boosting customer satisfaction and ensuring compliance.

Aptean Respond supports the full complaint process in one system. Teams can log cases, track progress and manage requests such as GDPR information in the same place. Automated workflows guide staff through the steps they need to take—ensuring complaints are handled consistently and in line with regulations.

With Aptean Respond, you can expect clearer case tracking, better reporting and faster resolutions. Staff can see workloads easily and prioritise cases. Managers get better insights into complaint trends. And customers receive quicker responses.

Want to improve how your team manages complaints? Aptean Respond can help. Contact us today to see how.