Hampshire Trust Bank Deploys AI Sentiment Analysis to Respond Faster to Distressed Customers
Hampshire Trust Bank (HTB) is using artificial intelligence to act faster on customer concerns, empowering its teams to identify and respond quickly, whilst also meeting regulatory timeframes for handling complaints and supporting vulnerable customers.
The specialist bank has worked with Netcall to deploy AI-powered sentiment analysis using Netcall's Liberty Create platform. The solution reduces manual effort and improves operational efficiency by bringing customer emails from multiple mailboxes into a single interface. Incoming messages are automatically analysed to identify dissatisfaction, highlighting cases that may require faster intervention. This allows urgent cases to be prioritised, helping HTB to resolve issues before they escalate and improve the customer experience.
"Our AI-powered sentiment analysis solution rapidly processes vast amounts of email data. Its efficiency allows our team to focus on resolving customer enquiries and issues rather than sorting priorities. The streamlined process ensures swifter responses and better customer outcomes, upholding our reputation for exceptional customer service," said Ed Eames, Head of Customer Savings Operations at Hampshire Trust Bank.
The application was built by the Hampshire Trust Bank development team using Liberty Create, working closely with Netcall to integrate AI sentiment analysis into existing processes. Customer-facing teams were involved throughout to ensure the solution aligned with established workflows and regulatory requirements.
A key benefit of the approach is the level of control it gives internal teams. Keywords, sentiment thresholds, and classifications can be adjusted directly, allowing rapid refinement as customer behaviour changes or new regulatory considerations emerge, without waiting for development cycles.
"Liberty Create has enabled my development team to work with remarkable agility. The ability to rapidly create and refine applications to meet ever-evolving business needs has significantly enhanced our efficiency, allowing us to deliver a wealth of new features to end users and customers with speed. With the integration of AI, we've been able to advance our processes while ensuring exceptional customer service. Our Sentiment Analysis application launch is a prime example of this," said Trina Burnett, Head of Engineering at Hampshire Trust Bank.
The sentiment analysis system also supports automated and ad-hoc reporting, providing a single source of insight into customer interactions and actions taken. This helps reduce manual effort, supports audit and compliance activity, and enables teams to continuously improve customer service operations.
"As scrutiny around customer experience and accountability increases across UK financial services, the ability to listen, adapt and respond at pace is becoming a defining capability for banks seeking to maintain trust and service standards," said Alex Ballingall, Key Account Manager at Netcall.
"HTB's approach shows how banks can use AI-driven insight practically, turning customer communications into faster action without adding operational complexity," Ballingall concluded.
About Hampshire Trust Bank
Hampshire Trust Bank is a UK specialist bank providing savings, commercial finance and development finance products.
About Netcall
Netcall is a leading provider of low-code and customer engagement solutions, quoted on the AIM market of the London Stock Exchange. Over 600 organisations in financial services, insurance, local government and healthcare use the Netcall Liberty platform.
