Legal & General

Legal & General Background
Legal & General is one of the UK’s leading financial services organisations, providing life assurance, pensions, investments and general insurance plans to millions of people.

Challenge
Legal & General are committed to delivering information which is clearly understood by customers. As a result Legal & General have developed Guiding Principles for their staff to effectively communicate to customers.

The challenge was to demonstrate to staff the positive impact these Principles had on the end customer.

Solution
This was achieved by observing and understanding customers’ responses to communications in the context of their own home (where the communications are received).

Metro Research used an approach which provided a deep understanding of both emotional and rational customer reactions to communications and brought this to life with the use of video.

Action
• The research and edited video was presented to key stakeholders (including owners and writers of communication) to inspire and motivate people to craft clearer and warmer communications using the Principles.
• Noted by senior communications managers as ‘Most used research of the year’