How Sussex Beds transformed their customer and employee experience

If there is a lesson on customer experience throughout this pandemic it is the need for businesses to get fast and accurate feedback from their teams and customers. This has allowed business owners to spin on a sixpence and to make the most of new opportunities as they arrive.

We wanted to share with you a great example of how a family business which has been trading for more than 50 years has embraced our instant insight system to grow and build their business at a rapid pace. If you would like any more information about the work in this story please feel free to contact us.

Case Study


Sussex Beds is an independent family business, currently operating from 10 branches across Sussex.

Sussex Beds pride themselves on the good reputation they have built on sound principles of providing great products at low prices and also caring customer service.

insight6 works with Sussex Beds to provide CX Reviews (mystery shopping) and training and in May 2020, Sussex Beds started using instant insight, an online solution that makes asking for feedback from your team and customers simple.

How has instant insight helped Sussex Beds understand how customers feel?

We started using instant insight in May initially to gather feedback from our customers who have had beds delivered to them. After a delivery has been made we simply upload our client’s details and instant insight sends them two short questions via an email that is branded with our own choice of text and logo.

Because of the simplicity, we have received a great response from our customers so instant insight has given us a great understanding of how our customers feel about the service and how likely they are to recommend us.

Following this successful launch, we have since also started asking for feedback from our customers who visit us in branch. It is so easy for them to tell us how they feel as all they need to do is select a happy, content or sad face and provide a sentence to explain why they feel that way. It is a simple question but we have received some great feedback from our customers who may not have bothered with a longer, more drawn out survey. We recently received some feedback from a customer who had visited our showroom, for a quotation. Sadly she felt that her experience fell below the standard expected, and because we got her feedback in real time, our store manager was able to address the issue with her and by the end of the call she was happy to proceed with her order. Had we not have received this feedback, I don’t believe this customer would have progressed her order with us.

We have a number of branches across Sussex so it is really beneficial that we can filter the data to view our results separately for each branch, allowing us to spot trends.

What about your team members?

Following a period of closure due to lockdown earlier this year, it was really important to us as a family business that when we reopened our staff felt comfortable and safe while they were at work. instant insight gave us real peace of mind by making it very easy to find out which members of our team did not feel safe and importantly why so we could take action.

The response from our team was brilliant with 87% using the system to tell us how they felt and 95% saying they felt safe while at work.

Where employees have not felt safe, we have been able to learn about this quickly via the realtime notification emails built into the system. We have then been able to speak with the individuals to understand their issues and resolve them for them.

What are your plans for the future with instant insight?

It is important to us that we know how our customers feel at each stage of their journey with us. The next step will be to use instant insight to ask our customers about the products they have purchased. Not only will this give us more great feedback but it will also help us to keep our customers engaged and provide us with an opportunity to incentivise them to refer us to their friends and family.

We plan on using the Public Review Booster within the system to encourage our happy customers to leave us a review to boost our online reputation.

Business optimism is a state of mind

The instant insight Business Optimism survey was launched at the beginning of the month and we have had over 70 businesses participate.

Designed as a barometer of how business leaders are feeling we asked one simple question: ‘Based on the experiences of the last two weeks how optimistic do you feel about the future of the business?’ and asked why they felt that way.

The instant insight survey took less than a minute to complete and we have gathered rich and detailed insights that we are able to share with you today which we hope will benefit you as a leader:

Six out of Ten leaders feel optimistic about the future of their business

57% feel optimistic about the future of their business and 10% do not. One third were unsure how they feel. When looking at the reasons for the ‘optimism’ rating it is not conclusive that optimism is linked to performance.

In a nutshell:

  • Optimism does not appear to be linked to what Covid Tier you are located
  • Optimism is not linked to the sector that you are in
  • Optimism is linked to how you perceive the opportunities in your sector, your
    location and not your circumstances

“With disruption comes opportunity.”

“The best opportunities appear in times of stress and upheaval.”

Whilst some businesses are thriving during this time some are seeing the opportunity to work on their businesses, take time to reflect and think about how they can re-engineer their businesses to be ready for the transition to recovery.

For those that are unsure, the reasons are grounding in overwhelming uncertainty and worry for the future “These are difficult times with uncertainty over how covid will develop, potential further lockdowns and economy not growing as predicted.”

Staying focused on what is possible and what you can do appears to be the most common observable conclusion on staying optimistic. Whilst uncertainty remains as we have no idea how long Covid will impact on our ability to recover and what the impact of Brexit will be on the economy the only choice is how to respond. Do you focus on all the problems and barriers or do you look at what and where are the opportunities?

One thing for sure is that mental resilience is vital for leaders but the ability to be optimistic is a chicken and egg situation – what happens first, optimism and then seeing opportunities or your circumstances change and then you feel optimism?

It is clear from the findings that the former is true but we often mistakenly believe our wellbeing is wrapped up in success and not in the enthusiastic quest of new opportunities. Perhaps the only way to survive the pandemic is to explore all the possibilities and what you can do.

We have developed instant insight, a solution to help businesses gather feedback and interpret the results. In response to the pandemic, businesses have used instant insight to ensure team members feel safe at work, keep remote team members feeling engaged and motivated, and keep up with the changing needs of customers.

Find out more about how instant insight can help your business here and if you would like to join the business optimism survey please do let us know and we will continue to share the latest results as they emerge.

Our 6 CX Tips to Recovery

This year has been tough for many of us both personally and professionally. Even the businesses that have been successful during the pandemic will have found new challenges and hurdles to overcome. There are though a number of actions we can all take now to recover business and get back on track.

As we head into the final quarter of 2020 we have put together six top Customer Experience (CX) tips to help you recover your business and prepare for 2021.

  1. Communicate communicate communicate

Between now and the end of the year it is crucial that all of your customers have some form of communication from yourselves. The best way to do this is by talking to them. We have professional firm clients who have picked up the phone and simply asked their customers how they were. This led to numerous conversations and in one case a solicitor called 50 of his clients and picked up 12 new pieces of work. There is of course method in making such calls but all it needs to start with is: “I’m just ringing to see how you are and how you’re getting on. How are you?”  Your customers will talk and you will be able to identify their issues and then be able to help them.

  1. Ask for feedback

Now is the time to ask your customers for feedback. Their views on the world would’ve changed and possibly what they need from you would’ve changed too. You could start 2021 carrying on as normal and only find out by default six months down the line that what you’re delivering no longer meet the needs of your customers. It’s not rocket science to ask for feedback and many customers really appreciate it because it shows that you care. However, there is obviously a method of doing it in the right way to get the right results and a high participation. So think carefully about what your objectives are and script some tight questions that are going to give you the outputs to allow you to make the best decisions.

  1. Love your team

Your team, like yourself, have possibly had a very difficult year. Some of them may have worked tirelessly through the pandemic and feel tired and frustrated and have worn your own pain in amongst their working day. Others may have been furloughed and returned to work not understanding the change that has occurred within the business and therefore are left feeling unsure about what their role and contribution is in the future. In both scenarios, they need to be loved. One way to love them is to ask them how they feel and for their input into the future direction of the business. There are many ways to do this such as focus groups, surveys or just one-to-one discussions. The most important thing is that you take decisive action after the feedback. We recently conducted focus groups with one of our client’s team and the number one concern of the group was that the management would do nothing with the feedback. To ensure they did respond to the feedback, we mentored their management group to see the project through to its entirety. Communicating this back to their team has had a huge effect on morale and every week the team can see their ideas being introduced.

  1. Spell out the 2021 vision

Some of your team may not feel secure at the moment and when this occurs rumours creep and speculation in the tea room or online is rife. So in the last quarter of this year taking the team through the vision for the next three years with a real focus on 2021 will get everybody focused on what you’re trying to achieve. This doesn’t have to be long winded, it can be really simple. For example, we have a client who put together four simple messages with four Powerpoint slides and took the team through the vision in 45 minutes. The effect it had on the team was very positive as they knew their role and what the company was trying to achieve. As leaders, we often take for granted that everybody knows where we’re going in truth it is often the reverse.

  1. Take a moment for you

You may be running a business, managing a team, or working on the frontline. Whatever it is you would’ve experienced new challenges this year and those challenges may have changed you as a person and reshaped your personality. You may have felt euphoric one minute and down in the dumps for next. What is really important is that you reflect and think quietly about what’s gone well and what has been challenging for you personally. Doing just that will help rationalise your thoughts.

Give yourself a pat on the back for how you have coped this year. If you’re able to do it, think about working out how you continue with the good work you’ve done more professionally in 2021 would be a great step forward.

  1. Start mapping the journey

Some businesses have been very successful during the pandemic and others have had a real struggle. There were very few that had been normal. The businesses that have been very successful have had all of their processes and people stretched to the maximum. We work with an IT supplier where turnover has tripled in seven months. The team are tired and their processes are very fragile. We are now working with them to map the key journey of their core processes to identify ways they can streamline the process and most importantly deliver a much better customer experience. In just two sessions their lives have already become significantly easier.

The same applies to some of our clients who have had a tough time. They no longer have so many staff and they have had to reinvent the way in which they work in order to deliver the same outcome to their customers with less in-house resource. Again, we can help them by sitting down with a team to map in the customer journey to find new ways of working, for example, new technologies they can implement which would enable them to streamline and be leaner in 2021.


It’s been a tough year for many of us but if you start working on your business with some of the suggestions above in the final quarter there is no reason at all why 2021 couldn’t be one of your most successful years to date. It’s about focus and planning and application and if we can help you with any of those things, or indeed you would just like to have a chat, because we do care about you, then feel free to let us know.

How Are the Public Feeling About Venturing Out to Shop?

Shopping has changed unimaginably in 2020 and perhaps forever, with online spending at record levels after Covid-19 forced shop doors to close for over three months during lockdown. 

In recent weeks shops have begun opening up their doors and welcoming back their customers. We wanted to discover how the public is feeling about going back to shops so we asked our countrywide team of insight6 researchers how they felt. 

More than 200 researchers gave us their views. Here are the headlines from the research:


Overall Confidence

When asked ‘How confident are you about visiting your local town centre?’, the results were mixed.  Only 25% were fully confident – rated 9 or 10 out of 10, and 45% were not confident – rating 6 out of 10 or less.

The average score was 6.6 out of 10, suggesting that there is trepidation out there, plus plenty of work to do to build confidence.

There were lots of comments that support these ratings.  The words used overwhelmingly in the survey were ‘social distancing’, ‘enforce’, and ‘ensure’.  There was a clear feeling within the results that social distancing must be in place on the street and in shops, and that the safety measures must be enforced by shop staff and/or the authorities.


Shopping Intentions

We asked researchers whether the Pandemic would mean they are more or less likely to shop online.  Before Covid-19, online sales accounted for approximately 19% of the market, and had hovered around that mark for some time, a measure published back in May said this had increased to 25%.

Our survey showed that just over 40% expected to shop more online, with 49% expecting to shop online at the same levels.  Only 11% expect online shopping to decrease.  It is no surprise that it would appear that online shopping is only likely to increase.

The increase creates further challenges for High Street businesses already feeling the strain.  There have been a number of initiatives to get people out and about, particularly in the Food and Beverage sector, but footfall is still low.  

We also asked people about their intentions to shop locally and 52% said they would shop more locally.  Some of the anecdotal evidence that supported this was:

  • A number of researchers told us that they would go shopping less often and closer to home
  • There is mistrust of large shops, shopping centres and malls
  • People would like to support local businesses
  • They will go to shops they know well and take safety seriously – back to the enforcement point

What does this mean for the High Street?

On the face of it, this is bad news for High Street businesses.   The mix of low footfall, more people used to using online services than before Covid19, and over half of people reluctant to venture out too far would appear to put High Street businesses in a predicament.

However, there are signs that people are waiting to be influenced, the businesses that make sure people know that safety is paramount, and will be enforced rigidly stand more chance of attracting shoppers.  Overlay that with a great customer experience, which is better than online shopping, there is light at the end of the tunnel.

insight6 Top Tips for Thriving in a “new normal”

  • Make sure people know you are open, and you have put in place all possible safety measures – shout about it online, social media, your website
  • Make sure your staff are ready to enforce safety measures, and it can be done in a nice way – no exceptions
  • Make sure the customer experience is excellent, people miss product demonstrations, looking and feeling, choosing, discussing suitability, getting advice etc.
  • Encourage customers to share their positive views on the new experience on social media

If you would like to learn more about how we can partner your business to measure and transform your customer experience to increase your footfall and customer loyalty then simply fill in the form below and your local Customer Experience Specialist will be in touch. 

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How well are Independent Schools communicating through their websites?

Over the past few months, lockdown has meant that we have all relied heavily on technology and the internet. From using video calls to working remotely to shopping on the internet, a strong online presence and messaging have never been more important.

With lockdown and social distancing impacting the ability of independent schools to conduct tours and host open days, the education sector is no different. This presents a huge opportunity for schools to use websites as a shop window to give parents and prospective students a flavour of what life will be like if they choose to enrol at the school.

At insight6 we wanted to find out whether schools were grasping the opportunity to demonstrate what they can do online. In June we asked our researchers to visit the websites of 71 independent schools to see what the experience was like. 

Positively, 72% of the websites offered future virtual events and open days showing that they have moved quickly to change their offering and adapt. As well as providing a new way for prospective students to find out more about the school, 60% had messaging on the website reaching out to current students offering them advice. Not only is this helpful for the current students but it also demonstrates their level of care to parents and prospective students. 

The messages on the homepage of a website can have a big impact on how the reader feels about an institution or business. Words and phrases such as ‘reassure you’ and ‘hope you are safe and well’ help to show empathy and ease any concerns that current or prospective students may have. During these times especially, empathetic messaging on your website homepage is crucial to show that you care. Our research showed that only half of all schools used empathetic language in the messaging on their website homepage. 

insight6 researchers also found that: 

  • 53% of schools had an up to date message on their website about Covid-19 
  • 24% of schools had never updated their LinkedIn profile and a further 24% had not updated it within the last 6 months meaning there was no messaging about Covid-19
  • 0% of the schools had a webchat facility on their website to provide a quick and easy way to communicate with them 

What are parents/prospective students looking for? 

Selecting the right school is a huge decision for parents. When viewing a school under normal circumstances parents will not just be thinking about the academic results, they are also considering the facilities, sports achievements and the values of the community they become part of when their child/children attend.  Although all of these things are important, when a parent financially invests in a school they are investing in their child’s future. They are making a decision on where their child will grow up and spend a vital time in their life. Importantly, parents are investing in a community where they need to feel valued and their children cared for.

The impact of Covid-19 has changed many things, including the way in which schools can offer tours but it has not impacted the importance of this decision for parents which is why the online offering is now vital.

At the end of the research, we asked our team whether based on their experience they would be likely to recommend the school. Overall, only 21% said that they would, however, there are three key things that schools can do now to change this: 

  1. Provide regular updates - this shows that you are constantly looking to adapt and take the best action for your students. It demonstrates to parents that the school is proactive and helps to keep current students in the loop.
  2. Use empathetic language in your messaging - parents and students want and need to feel reassured, especially during these times.
  3. Make communication as easy as possible - It should be very simple for parents, students or prospective students to get in touch should they have an enquiry. If it is hard for them to know who they should contact, or they can’t find the right email address they could choose to look elsewhere instead. 

50% of our researchers said that they would recommend the schools that successfully did all three of these things, highlighting the gap between those that had and those that hadn’t. 

Some very small changes can make a massive difference to your website and the way it makes visitors feel. Having someone with a fresh pair of eyes take a look at your site for the first time through the eyes of a prospective student or parent can be very beneficial and will help to pick up on things that you may not have noticed before when looking at it regularly. 

insight6 is here to support you. If you would like to talk with our experts about the messaging on your website, even if it is an informal chat over a (virtual) cup of coffee, then please leave us a message on the contact form below and we will be in touch.

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How well are UK colleges and universities communicating through their websites?

Over the past couple of months, businesses across the UK have had to find ways to adapt to the lockdown measures in place in response to COVID-19. The education sector is no different and we have already seen some major changes in the way colleges and universities are operating, including the decision by Cambridge University to run all lectures remotely for the 2020/21 year.

With an uncertainty about what education will look like within the next year, current students, new starters and potential new students alike will be visiting the websites of Colleges and Universities to seek out the information they need to know. The message that your website portrays to them is vital.

At insight6 we wanted to establish how well colleges and universities are communicating through their websites and so we asked our team of researchers to visit them through the eyes of a student. Across more than 100 college and university websites we discovered that:

  • Only 25% of the sites had a webchat facility despite, however according to the QS Domestic Student Survey 2020, 41% of students want this option
  • 94% of the websites clearly displayed their stance to COVID-19 however only 56% of the sites did this with empathetic messaging 
  • 14% of the websites left current students with no advice about any changes and 25% had no advice for students due to start in the Autumn 
  • 45% of the sites highlighted how their establishment is supporting key workers 

One of the most striking findings was that one in three of the universities and colleges were not advertising any future events or virtual open days. This leaves a clear gap between the establishments that have adapted and those that haven’t.

Selecting a college or university is a big choice for a student and so a virtual tour or event could go a long way in helping them to make their final decision on where they want to go.

Our six tips for communicating through your website: 

  1. It sounds simple but keep your website up to date with the latest information. You don’t want any of the messaging on the site to be out of date as this will cause confusion amongst students. If anything changes, make sure the website is updated to reflect this.

  2. Make sure someone with a fresh pair of eyes takes a look at your messaging for you. When our researchers viewed the websites they did it through the eyes of a student. It is amazing the small things you will miss, or not realise are important when writing it yourself.

  3. Regularly post updates through your social media accounts as students will be keeping an eye on these. It is a great way to keep students in the loop and then can then share these updates with other students.

  4. Don’t just think about the text, think about the colouring and the layout and how they might make someone feel. Words written in red text and using capital letters tend to make people feel concerned. Don’t fuel the anxiety that students may be feeling by highlighting negative outcomes in red.

  5. Make it as easy and as simple as possible for students to interact with you. If you are unable to have a webchat function on the site make sure it is clear what they need to do to get in touch, whether it is through a contact form, an email address or a phone number. If you can give them a couple of options this is even better.

  6. Current and new students could be feeling anxious at this time, especially if they are unsure what is happening with the exams they were supposed to be sitting, or wondering what university life might look like next year. Using empathetic messaging to reassure students that you are looking out for them. Language such as “we are here for you” will help to ease worries they may have.

insight6 is here to support you. If you would like to talk with our experts about the messaging on your website, even if it is an informal chat over a (virtual) cup of coffee, then please leave us a message on the contact form below and we will be in touch. 

Look out for our next research in the education sector later this summer, which assesses how straight forward "The Applicant Journey" actually is across universities and colleges in the UK.

Arrange a call with your local Customer Experience Specialist: 

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Alcohol sales are at an all time high but does your website tell your customers you are ready to trade?

Pubs may be closed, bars shut and beer gardens empty but the demand for alcohol remains. Alcohol focused stores have seen a 31.4% surge in the volume of sales over the past few weeks according to the Office of National Statistics. This comes as many shops shut their doors and retail sales reported their largest fall on record in March.

Consumers across the country are drinking at home, finding new ways to buy their favourite tipple and discovering new brands online. Many of us are turning to the internet to search out our drink of choice online. This presents a huge opportunity for breweries and distilleries to use their website as a shop window - but are they taking it?

insight6 researchers visited the websites of 90 different UK breweries and distilleries between the 22nd - 30th April. We wanted to know how well these sites were connecting with customers and how easy it was to buy from them.

We asked our researchers: ‘based on your experience of the website, how likely would you be to recommend the brewery or distillery to your family and friends?’ They scored each company on a scale of 0-10 to give us a Net Promoter Score. The overall score was -20 which indicates that after viewing the websites, our researchers were unlikely to recommend the companies.

Why did our researchers feel this way?

Incredibly, our research found that 64% of the websites made no reference to Covid-19 on their homepage leaving visitors unsure if the site was up to date. Any confusion for the visitor was further compounded by the fact that 46% of the websites did not make it clear on the homepage whether the company was still operating. This means that potential customers could be turned away early on in their journey, instead searching out a competitor with a clearer message.

There are some positive messages that companies could be sharing to reassure customers. Researchers found when digging deeper into the websites, 81% were offering online purchase and delivery and 27% were even offering free local delivery regardless of the size of the order.

Again, it was the messaging from the breweries and distilleries which caused confusion for our researchers as 17% of websites did not clearly explain the delivery and collection process. Customers want to be reassured that their safety is your number one priority when it comes to delivery and collection. Without a clear message about the process they may be unsure whether it is sensible for them to proceed with the order and result in lost sales.

Communication is the key

We compared the scores of the websites that our researchers said they would recommend and those that they said they would not. There was a very clear distinction in the communication levels.

The highly rated websites had amended their homepage to include:

  • Some reference to the Covid-19 crisis (with empathy)
  • A clear message that they are operating and in what capacity (with empathy)
  • Detail on their current delivery processes and timescales

22% of the sites communicated all of the above, resulting in a Net Promoter Score of 60. This means that visitors to these websites would be highly likely to recommend them to their friends and family, resulting in added exposure and greater opportunity for sales.

Empathy is a crucial factor and messages that start and end with phrases such as ‘we are here for you’ and ‘reassure you’ help to alleviate anxiety or concerns that potential customers could have.

Six tips to get your website messaging right

  1. We understand that not all organisations sell directly to consumers but there is nothing to stop you from helping them to buy your product elsewhere. If you are a large B2B organisation which doesn’t have a B2C offering, make that clear in your communication - for example. ‘Whilst we are not able to sell you our beers & ales via the website, we are working hard to ensure that they are available to buy from your local supermarket during lockdown.’
  2. Update your website to clearly communicate the current status of your business. Reassure your customers that they can still buy from you and tell them what you are doing all you can to keep them safe.
  3. Make it as easy and simple as possible for your customers to interact with you. Ensure that all the processes along the customer journey are clearly communicated.
  4. Ensure your messaging contains empathy and that it is written in the right tone. Messages that use words such as ‘reassure’ and ‘stay safe’ resonate with visitors who could be feeling concerned in the current situation.
  5. Have a fresh pair of eyes look over your website for you. It is amazing the small things that may be missed, or the details you may not realise are important when you are writing it yourself.
  6. Think about the look and feel of the website. It is not just the text that is important, think about the colouring and the impact it will have on the way your customers will be feeling. Ensure that you are not fuelling your customers' anxiety and concern by highlighting negative impacts in red, overdoing it with bold fonts or capital letters.

If you would like us to review your website, or if you have any questions at all, please leave a message in the form below. Your local Customer Experience Director will make contact to provide the support you need.

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How are business leaders handling the pandemic?

More than 75 business leaders from across the UK and Ireland have shared their advice thoughts and challenges on leading during the Covis-19 pandemic with us.

Fill in your details below to download this comprehensive study into how business leaders are feeling. By doing so you will gain access to:

  1. Understand how optimistic UK leaders are about the future of their businesses.
  2. The top ten core skills that leaders have determined are vital.
  3. The 50 top tips from the leaders themselves about how to get through this period and come out winning

Download your copy of the report by entering your details below:

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Are law firm websites getting to the heart of the matter?

It is often said that your website is your digital shop window but in reality it is more than that. Your website is the first place clients and potential clients will look for advice, someone to contact, the latest news, and to get an idea on what your firm can do for them. With the country under lockdown, forcing people to turn to digital communication, the importance of your website, and the message it portrays to its visitors is crucial. 

With this in mind, insight6 asked a team of researchers to review the websites of 85 law firms from across the UK. The research team visited the sites between the 7th and 15th April and once complete, we asked them: ‘‘based on your experience on the website, how likely would you be to recommend this law firm?’’

The Net Promoter Score (NPS) for this question was -37  which given the NPS range of -100 to +100, a “positive” score above 0, is considered “good”, above 50 is “excellent,” and above 70 is

considered “world class.” At the opposite end of the scale, -37 is poor and reflects that visitors are highly unlikely to recommend the firms. 

So why did the researchers score the websites this way? 

Despite lockdown having been in place in the UK for a minimum of 16 days when the research started, 19% of the websites still had no communication on the stance that the firm was taking to the Covid-19 pandemic. 

During the lockdown, home working has soared, including within the legal sector. Naturally, this could lead to uncertainty among existing clients as to how they should get in touch - will the phone lines still be working? Do they need to use a new number? Should they email instead? The first place they would look to find the answers to these questions is on the firms’ website. However, insight6 discovered that 20% of the websites did not explain how existing clients could access their team, rising to 22% for potential new clients. 

It has been well publicised that there is a lot of uncertainty about Covid-19 and the measures that have been put in place by the Government to try to help businesses and individuals. A number of people will turn to a law firm for guidance on initiatives such as the furlough scheme, information on what split families should do during lockdown, and help with agreements between tenants and landlords. When searching the websites for guidance on any Covid-19 related information, only 55% of the websites provided any detail in the form of blogs, news articles or videos, meaning 45% of sites did not provide the research team with the information they were looking for. 

Some of the other headline findings included: 

  • Only 11% of the websites offered a webchat service compared with the sector average of 30% 
  • 74% of the firms had referenced Covid-19 within their LinkedIn posts, 20% had no mention of the pandemic and the other 6% had no LinkedIn presence whatsoever and had never posted 
  • Whilst 76% communicated changes to their internal processes only 36% used empathy in their messaging 

Empathy is key 

The 36% of firms that did have empathy within their messaging achieved an NPS of +50, an incredible jump of 87 against all the websites combined. Going back to the NPS scale, +50 is an excellent score which demonstrates clearly the power in showing your clients that you care. 

To highlight this further, the 64% of firms that did not display any empathy on their site received an NPS of -74, an enormous 124 lower than those that did. 

Common words and phrases used by firms on the websites where empathy was displayed were, ‘reassure’, ‘please be assured’, ‘what’s right for you’, ‘still here for you’, and ‘stay safe’. The messaging was all very clear, supportive and reassuring to the visitor meaning they were left feeling as though they were important to the firm. 

The websites that did not display empathy often did not have any reference to COVID-19 or invoked a feeling of dread and concern with wording in red and phrases such as ‘do not attend our offices’, and ‘plunged us all into a period of deep uncertainty’ used. 

There was also a clear distinction between firms that communicated changes to their process (NPS of -25) and those that did not (NPS of -75), showing that clients would be left frustrated without clarity and far less likely to recommend the firm as a result. The firms that neither displayed empathy nor communicated changes scored -85. 

The results demonstrate the need for a balance between process and empathy. Getting this right is essential. The absence of both will have a negative impact on the perception that visitors to the website have of the firm but at this moment in time empathy can have the greatest benefit.


Our 6 tips to get your website communication right 

1. Start and end your message with empathy

As the research shows, empathy is crucial. The websites that perform best start and end their messages about Covid-19 with empathy. Clients could be feeling anxious and uncertain about what they need to do, a little bit of reassurance can go a long way. 

2. Get a fresh look at your website 

Ask someone to take a look at your website as though they were a customer. If possible, someone who is viewing the site for the first time as they will be able to give a truly unbiased opinion as though they were a potential new client. It is amazing the small things that you will miss, or the details you will not realise are important when you are writing it yourself. Getting that second opinion helps to pick these details up. 

3. Keep your message up to date 

The situation around us is changing daily and we all have to adapt as and when things change. Your website is no different. Make sure your message is up to date. You don’t want a client visiting your site and reading about how your business would respond to a potential lockdown more than two weeks after it was announced. 

4.  Think about the colouring and layout 

It is not just the text that is important on your website, think about the colouring and the impact it will have on the way your clients will be feeling. Do not fuel your customers anxiety and concern by highlighting negative impacts in red, overdoing it with bold fonts or capital letters. 

5. Make sure your website message and social media content is lined up 

20% of the firms we looked at that are active on LinkedIn had no mention of Covid-19 in the content they were posting. If you schedule content to social media in advance via a tool such as Hootsuite, make sure the content that is scheduled to go out is still appropriate for the situation to avoid attracting the wrong kind of attention online. 

6. Demonstrate your expertise 

One of the things that your clients and potential clients could be visiting your website for is to find out more information about Covid-19 related schemes and implications. Demonstrate the expert knowledge of your firm but producing news and blogs about some of the key things that your firm can help with such as help with the furlough scheme or advice for split families on adapting to the lockdown. 

insight6 is here to support you. If you would like to talk with our experts about the messaging on your website or other ways in which you can help to improve your NPS, even if it is an informal chat over a (virtual) cup of coffee, then please leave us a message on the contact form below and we will be in touch. 

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Six tips to help you lead during the crisis

Our worlds have changed dramatically over the last few weeks and it feels like nothing will ever be the same again.  The only certainty is that we will be in a place of the unknown for many more weeks and months to come.

There are dramatic differences in where clients find themselves on the spectrum – either clients have never been so busy, or they have lost 80% of their business. Every single person has been affected by Coronavirus both professionally and personally. Examples from our clients range from a farm shop whose sales have quadrupled in a week to a leisure attraction that is closed for three months and has to furlough all their staff. 

But how do you lead your team when there is so much chaos in the world? How do you find the motivation to get up, face another day and be a leader when all your team are remote workers or furloughed for the foreseeable future?

How do you transition from a leader whose major focus is on achievement and success to having to be the best communicator and look after the wellbeing of your team as a priority as a means to survival?

We have created six tips on how to be the best leader you can be at this time:

1. Be your best self

The qualities of the best leaders are still needed in difficult times – passion, authenticity, honesty, care, positivity, inspirational and treating others as you would want your child to be treated by the world.  We say child as we care passionately for our children, even more than we do ourselves.  Finding a way to be human, act with integrity and love for your team is enormously important at this time. This difficult time provides an opportunity for all of us to invest in what is important not only in our businesses but in our lives. 

An events business we work with had their order book cleared of all orders for the next three months.  With over 100 staff they had to make cuts to people’s pay and hours.  When making the announcement to the team the leader broke down in tears.  All of the team rallied and agreed to continue working 5 days a week but for the same pay.

2. Share and talk with others

There is never a more important time than now for sharing stories with your fellow entrepreneurs and business owners.  The more you share the more you realise we are all in this together and you are not alone.  As business leaders we all need support and if you have not had that in place up until now then now is the ideal time to find some.  Sharing allows you to access other people’s skills, creativity and approaches to problems very similar to your own.  There is no place for being proud at this time.  Showing vulnerability and being able to tell your truth in a safe place is so important in keeping your stress levels down and accessing untapped creativity in your own mind.  

For the last three weeks, we have been running daily 60-minute video calls for all of our Customer Experience Directors to come together and share their stories, worries and ideas for supporting our customers and each other.  Through this process we have created a free team survey and are currently putting together a Leader survey to help you too.  Finding the people you can work with and help you to get through this time will pay dividends in keeping you sane, motivated and in great shape to lead your team in the future.

3. Communicate, Communicate, Communicate

We know that the most important part of maintaining any relationship is communication.  Having the right tools such as Zoom or Google Meet/Hangouts to be able to communicate virtually is extremely important.  Finding a way to continue with team, coffee and networking meetings is vital.  Communication needs to increase rather than reduce at this time.  The biggest concern about self-isolation and remote working is the impact on mental health and overall well-being – there are many aspects not least financial pressures.  How do you ensure that your team are ok?  That they have all that they need to work from home and remain motivated?  Providing a blend of communication from line managers, colleagues and senior leaders is critical to maintain an environment where colleagues feel listened to and supported.  Regular communication will provide the continuity and much needed structure for your team irrespective of the practical challenges.

We know from our recent free team survey results that communication has been plentiful up until now.  It is vital that you continue with a steady stream of communication that is supportive and motivating without it being distracting and interrupting the flow of work, especially with those who are working at home.

4. Culture is everything

It is now more important than ever to have a company culture which demonstrates how much you care about your team and their welfare.  Choosing to be ultra-supportive and treating your team well in times of adversity will create loyalty and productivity.  If you have had to furlough any employees or pause working with sub contracted staff members, they all still remain part of the team that will support and help you when the time comes to re-establish the business in the future.  As part of your ‘business family’ it makes sense to keep the culture of caring and support with this group of people. It is a two-way relationship!

A great example of this is a leader from a restaurant company who is producing an internal video blog to distribute to all their workers to keep them informed of where the business is at and any information that will help them feel like they still belong and they are part of a company that is on hold for the time being.  The intention of the vlog is also to have a positive influence on the roles and behaviours that the workers have in society at this time with regard to looking out for others as well as their neighbours, family and friends. 

5. Trust and faith in your team has never been more important

These extraordinary times have resulted in leaders being more immersed in the lives of their team by the very fact that your employee’s place of work is their home.  In addition, the employee’s home is also potentially a temporary school and a co-working space with their partner.  The pressure and ability to work remotely at home is extreme. Many employees may never have worked from home before and could be finding it hard to adjust to this new reality.  Our recent free team survey with client’s employees highlights that one in five reported that employees did not feel that they were properly set up at home to work. 

The complexity of managing your employees in this situation is beyond anything any leader has had to do before. There is now a lack of control in place in regard to your team, which perhaps was not realised before but is now plain to see. All of your leadership skills will be used to communicate, check in with your team and lead with integrity and you are relying on your team to do the same when you are not present or in the same building. 

Remaining open to changes in working hours, focusing on productivity rather than time worked will be vital to keeping your head and not becoming overly controlling.

6. Keep calm, be mindful and carry on

Our sixth most important tip for all leaders at this time is to do your best to remain calm, be mindful of the circumstances that surrounds each of your clients, your employees, and your suppliers and respond with sensitivity.  The world has changed, and selling is not a major priority right now as most businesses are not buying! Taking care means ensuring all your team are following the government advice. Feeling angry or frustrated when you can’t do or get what you want is no longer acceptable behaviour.  Encouraging new behaviours towards a more accepting society and a focus on looking out for others more in need than ourselves can help our overall wellbeing. 

Compassion for all the humanness we observe around us is the new order of the day and in the words of Robert McKee, author “True character is revealed in the choices a human being makes under pressure – the greater the pressure, the deeper the revelation, the truer the choice to the character's essential nature.”

We are here for you at this time, we have a free team survey to support you and your employees and we are in the process of creating a Leader survey that will be available next week to collect and share the wisdom of you and other leaders on how you are managing at this time. We will do everything we can to support you in whatever way we can.  Keep well, stay safe and if you fancy a virtual coffee then please reach out!