Nationwide wins Best Use of Customer Insight award

Nationwide's partnership with Medallia and Kantar has received the Best Use of Customer Insight award at the Institute of Customer Service Awards 2025.

The recognition is based on Nationwide's efforts to improve customer experience by capturing and acting on feedback from its 16 million members using Medallia's technology and Kantar's strategic guidance.

Nationwide has implemented a holistic insight system, developed in collaboration with Kantar. This system provides a comprehensive view of customer experience across all organisational levels, supported by Medallia's technology to collect real-time feedback from both digital and physical interactions.

Stephen Mitchell, Head of Customer Performance Insight & Reporting at Nationwide, commented, "Our members are at the heart of everything we do. This recognition is a reflection of the effort we've made to listen more acutely, understand more deeply, and take meaningful action to deliver 'Simply Brilliant Service.'"

Nationwide has adopted a structured approach to customer experience measurement, guided by the principles of the CX pyramid. The process began with strategic benchmarking to understand its position compared with peers, followed by the development of journey-level metrics to identify points for improvement. These efforts culminated in the embedding of Medallia Digital tools, enhancing the monitoring of digital experiences. These tools notably supported the relaunch of the mobile app for younger members requesting more tailored digital services.

Commenting on the collaboration, Ben Brewer, Chief Revenue Officer at Medallia, stated, "Medallia is honoured to support Nationwide and Kantar in this shared journey. We're proud that Medallia's technology is enabling their teams to capture real-time feedback across multiple channels, uncover deep insights, and respond swiftly to member needs – from strategic transformation to digital innovation. It's a privilege to be part of a partnership that delivers meaningful, values-led experiences at scale."

Kantar has played a key role in structuring Nationwide's insight maturity roadmap, helping move from high-level benchmarks to detailed journey-level research. The approach is intended to maintain a systematic and strategy-aligned structure for listening to members and improving experiences in line with Nationwide's ambition to provide a 'Good Way to Bank.'

Ewa Davenport, Senior Client Success Director at Kantar, said, "Nationwide Building Society is an innovative and enduring icon of British High Street, with leading customer service across all channels. We are proud to be working in close partnership with Medallia to help Nationwide fulfil its mission of putting members first."

Nationwide has already seen improvements in member satisfaction scores in digital channels as a result of the initiative. A recent report by Forrester also ranked Nationwide at the top of the UK's European Banking CX Index for customer experience, highlighting the perceived effectiveness of its insight-focused strategy.