2023 Hero Brand Themes
Brand Positioning & Eminence via Shared Hero Themes
Recession is the greatest challenge facing clients, their customers and our colleagues and disruption is set to continue through 2023 and beyond Our challenge: How we are helping customers to survive the downturn and thrive in the aftermath – short, medium and long-term
Resilience and Growth
As recession looms, clients face the challenge of customers spending more prudently while also expecting better CX and outcomes. Capita can help by delivering expert people, services and solutions that will win trust, build growth and contribute to a sustainable future, within the context of an increasingly flexible working environment.
Resilience & Growth
Expertise Data & Insight
Innovation Future Customer
Empathy ESG/Vulnerability
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How we’ll position
Overarching & common client challenges
Empowering our clients to survive and thrive
We can be there through the cost-of-living crisis and beyond.
The ongoing uncertainty makes life unpredictable for customers – and therefore businesses as well.
In these challenging times, customers expect and need more support.
We need to continue to create rewarding and end-to-end experiences, despite decreasing investment.
Capita can take experience to the next level, winning trust and growing the top and bottom lines – now and into the future.
We need to create a positive culture, one that supports and protects our colleagues, enabling them to deliver great service.
Overarching / common client challenges
Protecting the customer base and reducing churn.
Managing continual disruptions that are difficult to plan for.
Increasing efficiency and reducing cost.
Supply chain disruption and issues.
Recruiting, training and retaining staff.
Legacy systems and infrastructure – investment needed.
Move to subscription models and away from ownership.
Deferred spend, spread payment models, dropping direct debits.
New opportunities created by the current downturn.
Decreased margins so reducing cost to serve.
Harnessing the insights that make a difference
We can assist at a time when data is both more complex and more vital than ever.
How well they can use data will be crucial to a client’s success. Capita can help harness and organise data to create a single view of the customer, predicting behaviours and managing critical life moments, and enabling clients to intervene early with actionable insights and personalised services .
Future-proofing businesses for the challenges to come
We can meet the technological, cultural and social expectations of tomorrow's customer.
To provide exceptional customer engagement, clients must create a multi-channel, digital ecosystem. Capita can help by providing real time insight and cutting-edge technology to create highly personalised, contextual experiences across the customer journey; anticipating the right place at the right time on the customer’s preferred channel and mapping onto future customer behaviour.
Managing the challenges of cost vs conscience
We can support at a time when customers are examining ethical priorities.
Vulnerability has become increasingly complex, often transient and making societal good seem like more of a long-term challenge. Capita can help by giving customers an experience that is empathic and drives a strong emotional connection to the brand’s principles, along with giving employees the tools that supports their well-being.
Motor Finance Leasing
OEMs and finance providers need to manage increasing volatility and change in the light of lower consumer spending, drivers rethinking the use of their cars and ownership versus leasing /options. Capita can help clients with the increase in the use of and commercialisation of data as they explore new opportunities such as diverse fuel options leaning to sustainable options Data & Insight There is a continued Shift in emphasis away from the metal (the car) and towards the services and focus on joined-up thinking around the nature of the services. Usage data to drive value add services for drivers and leveraging data and insight to improve connectivity and extend services such as home-charging are growing. The value of building 3rd party partnerships e.g. with charging infrastructure suppliers or energy providers is being realised. Future Customer Businesses will need to deliver the modern consumer’s desire for flexibility and control by diversifying their product offerings, enabling genuine usership and not just traditional ownership. Winning new customer groups is as critical as securing their existing customers for the longer term. The industry is moving towards a subscription based all-encompassing model to give the driver an ultimate experience with flexibility and control. ESG/Vulnerability Powering an EV eco-system which looks at not only manufacturing but localised production, energy, distribution chain, town planning, town infrastructure. Delivering accessibility, affordability is one of the ESG challenges that go beyond car production into sustainable mobility for all.
Pensions
The pensions industry is in a state of flux, driven by new legislation, a volatile political, economic and investment climate and changing workforce lifecycles. Clients and members need more support through a strong product portfolio based on consulting services at a strategic, investment and operational governance level. Capita can help with Data led solutions, scalable and secure tech and solutions to meet clients Pensions Dashboards needs. Data & Insight Data is central to the success of well-run pension schemes and their strategic plans and goals. Reliable data underpins all areas of pensions and without good data, schemes waste time and money, increase risks of errors and often provide their members with a below par service. The need for accurate data is more critical with the introduction of Pensions Dashboards and ESG. Both the pensions industry and the government are pushing for improved data integrity, governance and controls. Future Customer Members of all ages are now comfortable interacting online and expect the same experience from their pension provider as with faster-paced, industries such as retail and mobile banking. They want easy access to their pension information with personalised insight. The demand to self-serve is increasing leading to a reduced need for human interaction when it comes to administering pensions. There is a clear opportunity for providers to start engaging with their customers digitally about the different options available to them and re-engage with disengaged members (AI and metaverse opportunities). ESG/Vulnerability Sustainability is rating highly on the priority list due to a mix of changing law, regulatory guidance and the growing demands of both the pension scheme members to understand where their money is invested, and wider stakeholders. A new taskforce has been brought in to support pension scheme trustees and the wider pensions industry with some of the challenges around managing social factors, including the identification of reliable data and metrics. The pensions industry is in both a position of vulnerability and authority, highly exposed to the risks of an unsustainable future and in a strong place to influence more sustainable outcomes. Embedding ESG factors into the investment process of a pension scheme is increasingly common, and essential, for effective risk management, innovation and return on investment.
Mortgages
Clients are bearing theimpact of customers facing financial challenges due to the cost-of-living crisis and deepening financial difficulties. This impacts not just existing borrowers and the additional support customers need now, but lenders need to ensure that measures are in place to allow for new lending especially first-time buyers. Capita can help Lenders with delivering convenient channels, predictive analytics, Open Banking and artificial intelligence to support their customer through difficult times. Data & Insight Customers increasingly demand innovation, expecting faster and slicker products and service delivery. Intuitive AI and powerful insights are needed to hyper-personalise services and experiences Future Customer The Mortgage journey and experience needs to be transformed using the latest technology to speed up processes, reduce errors and lower cost. Differentiation of the brand is needed by ensuring a seamless experience that delights customers from the outset through the entire customer journey. The use of open banking and API can be used to drive ease and connectivity and streamline the buyer journey - from conveyancing to land searches to completion. ESG/Vulnerability There is increasing demand to provide all-encompassing home solutions from lenders that are 'green' and eco-friendly and socially responsible. Customers are looking towards lenders to innovate and disrupt to create a demand for solutions that allow homes to be green and self-sufficient, from building and renovation solutions, incentives built into lending products, energy solutions and AI enabled home products.
Telco
Customers are reviewing their combined spending on fixed line, mobile, broadband and TV Packages in light of declining income. Embedding empathy into all forms of customer contact becomes critical as vulnerability continues to rise. The increase in remote working has increased data usage in both broadband and mobile phones. Data & Insight Evolving data and the associated data handling requirements to reach a single authentic view is high on the agenda. Tracing gone aways, identifying deceased customers, handling home movers, or those that have cancelled services is becoming priority as service providers come under increasing regulatory pressures from OFCOM. Clients are further challenged with getting insights from data, including understanding missed payments, customers propensity to churn, suitability for different products. OFCOM state firms need to do more to support their customers through the cost-of-living crisis need to understand who has a special circumstance, what category they fall into, and adapt their Collections strategies accordingly. Future Customer Service providers are exposed by the inability of legacy technology to support new demands of generation alpha, whose data consumption and expectations on service are expected to be higher than other generations before them. Driven by the need for changes in how subscriptions are packaged, bundled, and sold has also intensified the need to gain more insights from the crush of data from Telecoms consumers. Modern consumer’s desire for speed, immediacy, flexibility and control means clients need to diversify their product offerings, improve their operating models, and secure growth in new customer groups, offering more specialist knowledge. ESG/Vulnerability The recent regulatory guidance from OFCOM demonstrates the growing demand to take care of customers that may fall into in special circumstances. OFCOM are pushing for service providers to manage Network Security, address fraud, and to look out for social factors that impact customer satisfaction such as employee diversity & engagement, community relations and labour standards and gender diversity. Digital inclusion and child protection is growing and Data and insights in combination with our AI and Digital human solutions will be pivotal to the future progress
Media
Urgent transformation in the media industry is needed with the acceleration of the long-running decline in print and a marked shift to online content consumption — especially news, learning and educational content. There is nonstop pressure generated from shifting consumer behaviour, disruptive technology and vigorous competition. Capita can help our clients to simplify and streamline operations and functions and create more innovative business models to protect and secure the enterprise and reimagine the future of work. Data & Insight The Future of Communications, Media & Entertainment Is Open, with Data and AI at its core. Media companies now have access to an ever-expanding pool of data from the digitally connected consumer. Over the past two years, as content consumption and audience behaviours have shifted, direct-to-consumer has accelerated. As media organisations pivot from third-party to first-party data, this presents challenges with the volume, velocity and fragmentation of data. Media providers need better understanding on how to acquire, engage and retain audiences, with hyper personalised content and data insights that will help monetise subscriber data. Future Customer Today’s media organisations compete for consumer attention with the entire media landscape coupled with the modern consumer’s desire for speed, immediacy, flexibility and control. Media and entertainment providers will need to diversify their product offerings, and operating models, winning new customer groups will be key in addition to securing existing customers for the longer term. As society moves to subscription models, organisations need to implement newer platforms and digital models to scale, to allow more flexibility and control and leverage newer more immersive models such as the Metaverse. ESG/Vulnerability Media providers need to manage social factors, include customer satisfaction, employee diversity, employee engagement, community relations and labour standards and gender diversity that correlates to increased profitability. Common risks include client privacy, data security, content regulation, social media activism, and key man risk. Data privacy risk (cybersecurity) is substantial for most media companies for client privacy as well as intellectual property (IP) theft. OFCOM have outlined that the needs of the UK population has shifted in line with the increase cost of living, and that protecting vulnerable customers has become a priority in the short term over ESG.
Retail
As the cost-of-living crisis bites, consumers are reprioritising spending, trading down to cheaper alternatives, delaying big purchases and shopping little and often across multiple retailers. Clients are battling rising operating costs, ongoing supply chain disruption and narrowing profit margins as consumers demand a more hybrid experience. Capita can help with their increasing need for agile business models with seamless CX journeys to establish human relationships that build loyalty and help them survive during these challenging times. Data & Insight The core of retail's digital revolution is data and intelligence. Our clients are challenged by constant changes in consumer buying behaviour, accelerated by the pandemic, leading to new ecommerce models such as marketplaces and collaborations. End-to-end customer journeys must be anchored in consumer preference and seamlessly integrate with all channels. Retailers need to collect the right data and take the appropriate steps to interact with customers in the most effective ways. Future Customer The adoption of new technology will continue to accelerate with customers expecting to purchase from brands seamlessly via any channel. Consumers will demand personalised user recommendations, experiences and products in real time using AI and expect hyper-convenience with maximum ease and minimal effort. Retailers will need to cater for different generations with changing needs including Generation Alpha, the first generation to fully grow up with digital commerce as an established norm, who will expect Amazon like levels of service as non-negotiable. ESG/Vulnerability Retailers are looking to BNPL (buy now pay later) to increase sales and retain customers but there also needs to be some responsibility for retailers as more and more customers struggle and fall into debt. With the growth of online shopping, the impact of returns is a rapidly growing commercial and environmental concern. More than ever, people are demanding detailed information about the origins and sustainability of products; transparency is no longer optional for retailers and it’s becoming more important than ever to support consumers to shop more ethically.
Energy
The industry has been in turmoil for nearly two years with over 30 energy suppliers going out of business and existing one taking on new customers. With a lack of diversity of tariffs in the market, the end of the era of “cheap energy “and high inflation they see a massive increase in vulnerable customers, while experiencing regulatory pressures to do the “right thing”. At Capita we can help businesses to adopt a resilient and agile approach, acting rapidly on early insights to support customers as early as possible, improve customer experience and trust and reduce churn. Data & Insight Energy companies are dealing with a more diverse range of vulnerable customers including the now 'transient vulnerable through the energy crisis. Although large amounts of customer data exist it is not explored or used to improve service, creating greater customer frustration. Capita can help clients use data more intelligently to proactively contact customers, bringing payment solutions to them, identifying early issues – and creating personalised payment plans. Future Customer Energy customers are now both consumers and producers and very conscious about environmental issues when looking at products, tariffs and suppliers. By 2050 augmented reality will be mainstream, potentially enabling utility companies to give employees enriched training to expedite maintenance and improve skills, allowing every field technician instant access to expert knowledge. Utilities' customers will want augmented reality to increasingly self-serve easy fixes to boilers or to interact with data-rich dashboards to understand their energy usage. AI and automation will be powering personalised and frictionless customer interactions. Capita can help clients maintain and grow their relationship with house-holds, meet customers’ changing expectations and support their evolving role as energy consumers and, increasingly, producers, leveraging technology to offer elevated human and not human experiences to their customers. ESG/Vulnerability Scrutiny for environmental and sustainability from stakeholders, regulators, policymakers and the general public is increasing. Reducing energy consumption is important for both consumers and companies and the current energy crisis has shifted concern from environmental priorities to protecting vulnerable customers. Implementing the smart meter programme and the invaluable data that comes from it ,Capita can help to make Utilities customers more conscious of their energy usage and waste and have a positive impact on the green agenda. The success of reaching net zero will not only be measured in carbon emissions, but also broader societal impacts, such as employment and fairness. There will be jobs tomorrow that don’t exist today with significant opportunity - through upskilling and innovation - to meet the demands of the job market for a clean economy.
Water
The cost-of-living crisis coupled with the worst drought the UK has experienced in decades, is challenging water companies and households to re-consider how they manage resources more carefully and efficiently. Consumers are urged to reduce usage in a bid to conserve water. Customers in the water sector don’t necessarily have the choice of suppliers or tariffs and they lag behind other industries in supporting vulnerable customers. Capita can help maintain a flexible approach to engagement with customers not only ensuring that both digital and human channels are rapidly available but help business to act early to improve customer experience. Data & Insight The data derived from the water sector is not as rich as the energy sector. The potential of smart meters is still to be realised, but a crucial step in delivering the goal of educating households about the impact and benefits that they can have both on households’ finance and the environment. Capita can help in better analysing the data from water meters. This is invaluable not only for measuring the environmental impacts of water use, but also to support clients in better understanding consumer behaviour and improve customer experience. Future Customer The water sector is facing unprecedent challenges (ranging from increased population, water scarcity and quality, extreme weather, future proof skills and talent issues. Organisations need to adapt to meet customers’ and communities' future expectations. Technology and innovation are paramount. The pace of change is rapid and will result in step changes in productivity enabling organisations to do more for less and improve customer experiences. The customer of the future expects seamless processes and intuitive interaction and the rise of real time information means that consumers are less willing to wait. Capita has the most advanced services to transform how companies can better engage with customers. ESG/Vulnerability Under increased scrutiny for environmental and sustainability aspects from stakeholders, regulators, policymakers and most importantly from the general public, bad publicity about water companies causing serious pollution, has decreased trust in these suppliers and badly damaged reputation. There is a belief that water suppliers do not do enough to limit the discharge of untreated wastewater and raw sewage into rivers and the sea. Responsible water consumption and conservation are now fundamental pillars of global efforts to tackle the climate crisis and deliver a sustainable future for communities. With pressure to accelerate the smart meter programme and the invaluable data it provides, Capita can help to make the water customers more conscious on their water usage and waste, help in analysing trends in leaks and have a positive impact on the green agenda and change consumer behaviour.
Travel & Leisure
Since Covid-19restrictions in 2021, demand for travel and leisure has soared but recovery is rocky. Strained operational capacity, recruitment and staffing difficulties, industrial action supply chain issues escalating costs – are all causing disruption and affecting service creating negative experiences. Capita can help our clients to build business models that enable seamless customer journeys that can adapt to changing customer expectations, cope with continued disruptions, and maximize the impact of the employee and customer experience. Data & Insight Our clients' interactions with customers are increasingly digital and this is set to grow in the future as personalisation, digitally-enabled self-service and immediacy are demanded. Consumers who take vacations and engage in other leisure activities will give their data in exchange for better customer service and experiences – therefore, our clients look to personalise CX to make customers feel valued and recognised. Clients are increasingly looking to AI and virtual assistance to match the right clients with the right support whilst also coping with the enormous issues they face in delivering a good customer experience today, which Capita can help create. Future Customer The travel and leisure industries are entering an era of reset and renewal; their future is personalised, inclusive and sustainable. A more efficient and consistent experience is key, with a greater focus on digitally enabled services - but also being more human - a more customer-centric way of doing business to recapture the joy of travelling and socialising. We are also witnessing the resurgence of the travel advisor and hospitality concierge - offering specialist knowledge, attention to detail and peace of mind - delivered in increasingly new and disruptive ways. ESG/Vulnerability There is growing concern about the travel and leisure industry's detrimental effects on ESG. Many want to behave differently when they travel and engage in leisure activities, and since ethical and sustainable principles often guide this decision-making, clients are looking to be more transparent about their sustainable practises. Frontline workforce are dealing with an increasingly frustrated public and they face hostility and stress on a regular basis - prevention and treatment solutions are likely to form the core of employee resilience and mental health programmes as clients struggle to recruit, train and retain employees.
Charities
The charity sector has seen demand for their services increase dramatically against a significant decline in donations and funding. Hit hard during the pandemic, with funding activities stopped, strained volunteering capacity and lack of new recruitment. The employee experience is not compelling. Weakened by the pandemic and straight into the cost-of-living crisis, Charities are already seeing a 10% decline in the number of people making regular donations. Charities can no longer rely on good will and the cause but must invest in CX as a differentiator. Capita can help Charities to make it easier for people to donate leading to greater retention of donors and income. Data & Insight Today’s donor is demanding more of an experience from charities. Our clients need to gather insight and data on all touch points, from initial awareness, to sign-up, to their monthly contributions, complaints or other adhoc engagements, and in some instances even their death and beyond. Capita can help with better understanding of their data and assessing each interaction to enhance the experience for donors and maximise revenue. Future Customer Our clients' donors are demanding more from our clients in terms of experience, they are comparing donation experiences with other experiences and the gap is huge. Demand for services is increasing at an alarming rate. Charities need to create compelling multichannel experiences to protect income. There is an Opportunity to lead the way with the circular economy and the pre used market growth. Capita can help Charities look at their online offering rather than traditional bricks and mortar retail. ESG/Vulnerability Growing concern about the charity industry's detrimental effects on ESG with many tonnes of charity donations not being deemed fit for re-sale and ending up in landfill and our oceans. The current economic backdrop and the growth in the circular economy also provides an opportunity for the charity sector to create new experiences and new retail models for it’s customers to purchase its products in a more environmentally friendly way.
Consumer Electronics
Ongoing and tremendous hurdles from increased demand and component shortages to workforce issues. With relatively small margins and consumers upgrading less frequently, consumer electronics brands are looking at different routes to market, with many braving the DTC model, to protect margin and own the whole customer experience. The Cost-of-living crisis means customers are deferring high-ticket purchases, while those who do buy are seeking reassurance through additional research. Capita can help Retailers and brands focus on developing strong emotional connections with customers, demystifying difficult product information, and providing inspirational and interactive experiences across digital and physical channels, with a human touch. Data & Insight Our clients are trying to take control of the end-to-end customer journey rather than the pre-sales and sales journey that has been managed by the traditional retailers. They are driving towards a Direct-to-Consumer approach which will ensure they are in control, increase margins and improve post purchase experience. With the post-purchase experience becoming as important as the first stage of the buying journey, progressive brands are providing virtual workshops, online tutorials, masterclasses and content hubs to deliver guidance and education in an engaging way. Future Customer Technological advancements and inclination towards smart devices are likely to fuel the consumer electronics market growth. Reduced tech gap leading to reduced changing cycles, suppliers could move to subscriptions services. DTC model will require our clients to focus on end-to-end journey, with particular focus on post purchase to reduce warranty and engineer visits (protect margin) and drive loyalty and future cross sell opportunities. ESG/Vulnerability The expansion of payment choices has been gathering pace, but now with warnings about debt traps and the need for protection of the vulnerable rising, the landscape is changing. Looking to the future, brands must pay far greater attention to the ethics of schemes, maximising transparency and helping consumers to make informed decisions. ‘Subscription 2.0’ offers a more flexible and sustainable solution amid increasing living costs. For the consumer electronics sector with its narrowing product feature gap, it provides an opportunity to maintain the trade up cycle, as well as presenting rich add-on opportunities. There is Increasing pressure for brands to be more transparent on what products cost to run and an opportunity to create a circular model for warranty returns, ensuring products are saved from landfill and offered at a more affordable price.
Retail Banking
The cost of credit is rising making lending difficult for customers with increased risk of debt default for both wholesale and consumer. Capital exposure ratio is under threat and the demand for resources to meet customers evolving expectation is increasing. Capita can partner with our clients in their drive to balance cost vs valuethroughout the whole business cycle. Data & Insight Fintechsneed scale to succeed, banks need SaaS and cloud-basedplatforms to meet differing customer needs. Our banking and FinTech clients have an opportunity to leverage scale and capability by creating an eco-system that works in harmony rather than a challenger environment. Banks have legacy platforms with disparate data warehouses whilst Fintechs have the agility and tech to harness data and deliver insightful outputs. Future Customer There is increasingly fierce competition for larger share of wallet - therefore disruption and innovation will be key to keeping customers engaged. UX/ UI, speed to market and innovation for the customer of 2030 looks at Open banking V2, addressing competitive challenges, cloud adoption, while emerging technologies and use of the metaverse will evolve as a key channel. ESG/Vulnerability As social, political and regulatory pressure continues to grow across all industries, the financial services sector will increasingly become a focal point for ESG. Following the recent COP26 summit in Glasgow, the UK’s financial services regulator, the Financial Conduct Authority (FCA), has emphasised the important role that innovation in the sector will need to play in supporting a shift to a more sustainable future.
