Tim Steere (pictured), previously the mutual’s customer insight manager, has been promoted to the newly-created role of head of customer and intermediary insight, leading a seven-strong team of customer insight and data specialists.

He said: “By delivering the voice of the customer to the business, we’re providing the information to inform our strategic priorities and define what a great customer experience is for our members.

“We’re developing a deeper understanding of our customers, what they want, and how this translates to the Society, and we’re also measuring that experience, to ensure it keeps improving.

“Our research helps us to meet members’ expectations more effectively, however they choose to do business with us, and we want to be able to show how we’ve responded to what they’ve said.

“I’m a data analyst at heart but I’m also interested in people and what drives their decisions and behaviour – I love understanding what makes them tick. So this job is the best of both worlds.”

Key insight projects include the creation of the Society’s member panel, TalkingPoint, which has grown to more than 3,000 members since it was set up 18 months ago. The panel has engagement and participation levels far above the industry average and members contribute to surveys and discussion groups which shape Society products and services.

Nikki Marsh, Leeds Building Society’s director of customer and digital, said the investment in the customer insight team and Tim’s promotion demonstrated the importance the Society places on this field of expertise.

She said: “We wouldn’t exist without our members and the continued success of our business after more than 140 years relies on adapting to their changing needs so we remain present and relevant, helping even more to save and have the homes they want.”