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How we act
Bringing Money Calm to life
Constructing the experiences that people have with us, and why they matter.
Brand experiences can take many forms but always feel familiar.
Whether it’s the experience of using our app, phoning our call centre, navigating a new product, or attending a pop-up event in the real world, people should have a consistent experience with us, wherever they experience us. Familiarity means people will be more likely to choose MoneySuperMarket.
Every experience should help people Get Money Calm.
Regardless of where a specific experience sits in the wider customer journey, everything we do should steer people to Get Money Calm. If we can’t clearly answer the fundamental question: ‘does this help people Get Money Calm?’, we shouldn’t do it.
Experience is always guided by our three brand behaviours.
Our actions instil three things in people: confidence, clarity and control. This is because we know that, when it comes to finances, those three feelings are instrumental to people feeling calm. Therefore everything we do as a brand should be about projecting confidence, clarity and/or control – depending on the situation.
Projecting confidence
Be disruptive
We didn’t get where we are without doing things differently. We’ve always been a challenger brand, and that shapes how we act today.
Think laterally
How might products in other industries deliver calmness? What’s the polar opposite of how our competitors deliver this experience? What would seem counterintuitive for us to do, but would be great for the customer?
Surprise and delight
From reminding customers it’s time to renew, to creating a digital advert, always act as if we have a confident, playful smile on our face.
Projecting clarity
Simplify the complex
Customers respond best when things are easy to understand. Make everything available in as few steps as possible.
Consider the mindset
Anticipate the customer’s frame of mind. Give them guidance at the right time, when they’re open to it.
Be transparent
Speak openly and honestly to customers. Help them see the logic behind the numbers.
Projecting control
Be proactive and timely
Anticipate what the customer needs. Know what they’re going to do next and what they’re looking for.
Remove friction
Always strive for ease of use. We do the hard work so customers don’t have to. This is particularly relevant to our Weekly Waged audience, who are less likely to be hands-on with money management.
Signal our expertise
We’re a team of trusted financial experts, so we should leave an impression that we know our stuff. This is particularly relevant to our Savvy Savers audience, who need to feel they’re getting rigorous, professional support
“We take the complex financial world and make it work for you.”
We all feel financial anxiety in different ways. But one thing that’s the same for everyone, is the feeling of calm when your money is just…sorted. Here at MSM, we are the cup of tea and a hot bath when the day’s been tough - we’re here to help get you to Money Calm.
Emotional
When we show customers a clear way forward, they are in an emotional space.
They feel positive and understood because MoneySupermarket are guiding them. Emotional spaces have a unique look and feel.
Functional
When we give customers the right tools to complete an action, they are in a functional space.
They are focused on goals and feel empowered to unlock their financial freedom. Functional spaces have a unique look and feel.
Adapting how we act to fit the opportunity
How we tailor the experiences we create to the specific circumstance.
In the same way that we adapt our tone of voice to suit the scenario, we also modify the way we construct experiences. Often, this is informed by where an experience sits in the customer journey.
Earlier in customer journeys, the way we act dials up confidence.
Our first engagements with a new or lapsed customer should focus on being more entertaining, more irreverent, more subversive.
Later in customer journeys, the way we act dials up clarity and control.
As a customer moves through our offering, the way we act needs to be more focussed on being more useful, more straight-forward, more serious.
The experience canvas
A tool to help frame any experience challenge or opportunity.
You can use the experience canvas to identify if the opportunity needs to provide confidence, clarity or control and help guide what a solution might be.
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Example 1: Uplifting
What’s the scenario or user journey?Non-MSM customers who have booked a holiday but haven’t yet sorted travel insurance. |
Who is our audience?
Savvy Savers |
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What’s the pain point?A large number of people don’t bother - or don’t think about - travel insurance when going abroad. People often have an assumption that nothing bad will happen to them - especially when it’s just a week’s holiday… |
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What’s our opportunity?Get travel insurance at the front of people’s mind. |
SolutionWe might be disruptive and joyful through a partnership with Airbnb that gets travel insurance on potential customers’ radars. This could be, for example, a competition to win a stay at the undisputed calmest Airbnb home - thanks to MoneySuperMarket. Because we are targeting our Savvy Savers audience, the story of the experience would highlight our expertise in travel insurance, rather than focussing squarely on price. |
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Which behaviours would best apply?Confidence - By being disruptive // By being joyful |
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Example 2: More clarity and control
What’s the scenario or user journey?First time customer taking out car insurance on the website. |
Who is our audience?
Weekly Waged |
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What’s the pain point?The process of getting a quote and taking out car insurance is not a fun challenge, but a difficult task which they dread. The first thing customers are presented with is a long form with introductory copy that informs them to not make any mistakes. |
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What’s our opportunity?Make the quote form feel less overwhelming. |
SolutionWe ‘make the complex simple’ and ‘make the first step doable’ by beginning the process slowly and gently, before asking them more detailed information.
As we are targeting our Weekly Waged audience, our language is a little more playful and light-hearted. |
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Which behaviours would best apply?Confidence |
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