As the only trade body in the UK for the debt collection industry, the Credit Services Association (CSA) is responsible for ensuring members meet legislative requirements and aim for best practice in the industry. With increasing pressure from Government, regulators and other stakeholders to improve transparency and engagement with customers, the board instructed Engage Comms to advise on and implement a digital communications strategy.
Understanding the customer
We started by carrying out extensive qualitative online research into the debt collection sector, focusing on the perceptions and behaviours of the consumers that CSA members deal with on a daily basis on platforms including money advice forums. The findings were presented back in an in-depth report which made recommendations for improving consumer and stakeholder engagement at the highest possible levels for the long term benefit of the CSA, its members and, most importantly, the consumers they serve, in a new regulatory environment. We also presented the findings to members at the CSA’s Annual Conference.
This insight was then used to develop and roll out a digital communications strategy for the CSA including a new strapline ‘building confidence in debt collection’, a complete overhaul of its website to give consumers, stakeholders and members a more interactive platform on which to engage with the organisation, and a thought leadership blogging programme.
Finger on the pulse
A key part of the ongoing consultancy work we do is a weekly ‘agenda tracking service’ which helps the organisation keep up to date with the latest developments. This has ensured that the CSA has been involved in major initiatives such as a new Money and Mental Health Policy Institute set up by MoneySavingExpert Martin Lewis. It also feeds into the insight-based thought leadership blogging programme and social media content we create and share.
See also our UK Credit & Collections Conference 2016 case study.
“Through their research, training and professional consultancy, Engage Comms has been instrumental in helping the CSA continue to monitor the culture and practices of the collections industry leading up to and during the transition to a new regulator, and over the long term.”
Colleen Magee, Head of Sales, Marketing & Events
Credit Services Association
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