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Introduction

Projects

Case Studies

Delivery & Execution

Designs

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Introduction

Projects

Case Studies

Delivery & Execution

Designs

Hire me

Introduction

Projects

Case Studies

Delivery & Execution

Designs

Hire me

Role

Duration

Methods

UX design

12 months

Affinity Analysis
Qualitative Analysis
Sentiment Analysis
Journey Mapping
Service upgrades

UX design

12 months

Methods

Affinity Analysis
Qualitative Analysis
Sentiment Analysis
Journey Mapping
Service upgrades

Improving Pension Customer Experience Through Voice of Customer Analysis

Customers were consistently reporting dissatisfaction with over 80% with 1-star pulling the average rating to 1.61 spanning across 150+ reviews.

Issues identified:

Top pain points - reporting (69%), support service (60%), login issues (50%), other minor (23%)
Which issues occur most frequently
What improvements will have greatest impact
Risk factors - legal actions, missing annual benefit statements, data capturing issues

Context

Customers were consistently reporting dissatisfaction with over 80% with 1-star pulling the average rating to 1.61 spanning across 150+ reviews.

Issues identified:

Top pain points - reporting (69%), support service (60%), login issues (50%), other minor (23%)
Which issues occur most frequently
What improvements will have greatest impact
Risk factors - legal actions, missing annual benefit statements, data capturing issues

Customers were consistently reporting dissatisfaction with over 80% with 1-star pulling the average rating to 1.61 spanning across 150+ reviews.

Issues identified:

Top pain points - reporting (69%), support service (60%), login issues (50%), other minor (23%)
Which issues occur most frequently
What improvements will have greatest impact
Risk factors - legal actions, missing annual benefit statements, data capturing issues

Data sources

Trustpilot reviews

Feb 2025 - Jan 2026

CLEAN
DATA

Remove duplicates, irrelevant comment, and normalize the date

CLEAN DATA

Categorise feedback into common topics and themes (eg. Navigation, Support service)

GROUP SIMILAR ISSUES

Rank issues based on severity, impact and frequency to determine focus

PRIORITISE ISSUES

Patterns, relationships and hierarchies within the group feeedback

AFFINITY MAPPING

Develop actionable design changes and solutions addressing the prioritized issues

UX RECOMMENDATIONS

COLLECT REVIEWS

Gather user feedback from Trustpilot, support teams and google reviews

Reviews analysed

175 reviews

Research process

Ratings

★

★★

★★★

★★★★

★★★★★

120 reviews

120

33 reviews

11 reviews

1 review

10 reviews

Data sources

Research process

Research process

Category framework

Complaint

Category

Long wait on phone queue

Support services

Account access issues

Digital experience

Poor advisor support

Customer experience

Claims issues

Complex online journey

Complaint frequency

Category framework

Complaint

Category

Long wait on phone queue

Account access issues

Poor advisor support

Claims issues

Support services

Digital experience

Customer experience

Complex online journey

Complaint frequency

Affinity mapping

Theme

Example customer comments

Delays

"Waiting months for payment."

Communication

"No one replies."

Trust

"Lost confidence."

Digital

"Portal never works."

Administration

"Incorrect forms."

Affinity mapping

Example customer comments

Delays

Communication

Trust

Digital

Administration

"Waiting months for payment."

"No one replies."

"Lost confidence."

"Portal never works."

"Incorrect forms."

Stage

Severity index

Pain points

Severity

Transfers

Long processing

High

Support

Slow response

High

Portal

Login failure

Medium

Documentation

Complex forms

Medium

Severity index

Stage

Pain points

Transfers

Long processing

Support

Slow response

High

Portal

Login failure

Medium

Documentation

Complex forms

Medium

Severity

High

Affinity mapping

Theme

Example customer comments

Delays

Communication

Trust

Administration

"Waiting months for payment."

"No one replies."

"Lost confidence."

"Incorrect forms."

Digital

"Portal never works."

Stage

Pain points

Severity

Transfers

Long processing

High

Support

Slow response

High

Portal

Login failure

Medium

Complex forms

Medium

Severity index

Documentation

Recommendations

Day 1 (Immediate - safety & trust)

Unlock accounts and provide access to valid users
Improve communication during pension transfers
Dedicated customer service lines for bereavement and retirement
Bulk dispatch of Annual Benefit Statements

Day 2 (Medium term - stability)

New account IDs for migrating policies
Mapping of legacy policies numbers with new policy numbers
Guidance on money management and redirection to advisors
Document handling

Day 3 (Long term - reputation and expereince)

Coaching support service
Reduced fee if under threshold

Day 1 (Immediate - safety & trust)

Day 3 (Long term - reputation and expereince)

Unlock accounts and provide access to valid users
Improve communication during pension transfers
Dedicated customer service lines for bereavement and retirement
Bulk dispatch of Annual Benefit Statements

Day 2 (Medium term - stability)

Business outcome

The remedial actions implemented have been highly successful, resulting in an overall decline from approximately 200 total complaints in April 2025 to approximately 55 total complaints by January 2026.

Reporting experienced a steady decline throughout the period, remaining the most frequent issue while simultaneously seeing the most significant volume drop.
Support and Login issues saw the most dramatic improvements, particularly between July 2025 and October 2026, indicating that targeted technical or service-level interventions during that window were likely most effective.
The "Others" category showed a more gradual but consistent decrease, indicating that the overall system health has improved across all dimensions of the customer experience.

Key points

Customer feedback