Commonwealth Bank
Multi-channel innovation for Retail teams to offer improved financial guidance and advice at every opportunity.
Problem to solve
CBA’s Financial Guidance Consultants interact with customers across a variety of channels including DM, Web, Mobile, in-bank as well as over phone by call centres en mass. Once CBA decided they wanted to optimise this service for their customers they knew they had many touch-points to innovate, but which ones would be most useful for their customers and improve the overall service?
“Constantly evaluating customer experiences based on data-driven insights delivers confidence in change”
Objective
Arrive at a qualified and prioritised scope in order to commence innovation design sprints
Approach
We defined the existing customer journey then inside each stage, we applied everyday behaviours, thoughts and feelings to ask ourselves “How Might We?” engage with customers during these behaviours in a meaningful way?
The ideas were all captured and stakeholder teams voted to determine which of these initiatives could form the MVP and which may become a roadmap towards future innovation
We then applied a colour key for each communication channel, further assisting with planning of scope materials and investment
