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Dedicated National Bereavement Service

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Company profile

  • Our client helps over 70,000 customers a year to live independently and safely in their own homes
  • Each year it handles over 25,000 emergency alarm calls from older and vulnerable people
  • Our client is a division of AXA Health, a leading UK private healthcare company with over 82 years’ experience in providing healthcare products and services for over 2 million people
  • Being part of AXA Health makes our client a trusted and reputable provider in the sector

The challenge

When our client receives notification that a customer has died and their services are no longer needed, it is often an indicator that a family somewhere is grieving the loss of someone close. Rather than allowing its service and customer relationships to end there, our client wanted to offer additional support for the relatives of customers who had died.

A key objective was therefore a continuation of service, supporting the families of customers through an emotionally difficult and potentially complex period.

The solution was a dedicated National Bereavement Service (NBS) helpline honouring our client’s commitment to providing support, not only to its customers, but to its customers’ families too. This involved collaboration and integration with the organisation’s customer teams, gaining their trust and confidence to support next of kin at a most vulnerable time.

The solution

Initial work included a ‘soft launch’ internally with our client’s emergency response teams, introducing support available from the NBS during inbound calls notifying our client of a death. Our NBS advisors developed outline scripts and delivered stakeholder training pre-launch to all customer service teams to ensure consistency and sensitivity across all calls.

Next, we included NBS’ contact details in our client’s customer letter, together with co-branded literature. Successfully now introduced into our client’s communications systems, this has been followed by a continual monthly mix of targeted digital communications including social posts, blogs, FAQ/interview videos introducing the NBS, and their online ‘Live Well’ magazine.

Following this, the next phase of our project introduces Adroit Legal Services to our client’s care home customers, ensuring that residents have important legal documents, such as Lasting Powers of Attorney, in place – now a prerequisite for most housing and care organisations.

What we did

As part of the project, Adroit and NBS managed:

  • Collaboration with senior marketing and product teams
  • Planning and integration of touch points throughout the customer journey
  • Creation of content for customer letter templates, co-branded leaflet for claims pack and an outline script for customer service teams
  • Weekly reviews/MI during initial 3 months
  • Creation of blogs, FAQ video, targeted online comms, and printed flyers to promote customer engagement with the service


As a result, the National Bereavement Service has supported over 1,000 customers to date with practical advice and guidance, adding value to our client’s customer care proposition.

This project is on-going with phase two planning in progress for our clients’ care home customers.