Background

The research was clear – customers were getting too much information from their bank, and not a lot of it was relevant or high value, so it was often just discarded. Westpac had recently invested in advanced personalisation capabilities that could map a person's product history, and online behaviour.

If used correctly, this tech had the potential to make the bank’s communications with its customer much more relevant by tailoring communication to a subject the customer had already shown interest in.

The Goal:

Our objective was to design new product experiences for our existing customers that would deliver real value by anticipating the customers' need for information. The aim was to deliver information that was relevant to a customer's need, but the risk here was to make the experience feel “too pushy” or even worse, too personal.

The Project:

My team reviewed customer data to identify day to day financial concerns experienced by our customers. One of these examples was excessive transaction fees. We then mapped these real world experiences to communication that might genuinely help; information on avoiding bank fees. Once we identified the top priority customer scenarios, we began crafting multi-channel communication ‘journeys’ that used emails, texts and in-app content. 

The Results

Success for this project was the ability to find an application for the new tech that we could use as a testing ground to test multiple hypotheses. An example hypothesis was that increasing customer engagement with personally relevant content would lead to higher value customers over time.