Westpac - The First 100 Days

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Business Challenge

Journey mapping identified that customers were receiving inconsistent experiences that weren't delivering to their individual needs and a combination of strict regulatory requirements and legacy processes were causing pain points for customers...

Audience

Every new-to-bank customer is different and comes to Westpac with different needs. So we needed an onboarding strategy that reflected the diversity of new customers and not a one size fits all approach.

Solution

We radically redesigned onboarding with the end customer journey in mind. Shaped entirely around individual customer's behaviour The First 100 Days programme recognises each action they take, addressing all major customer pain points, the non-linear multi-channel contact strategy is fully adaptive to give them exactly what they need, when they need it.

1. Personalised checklists: A customer is set up with their personalised checklist on Day 1, encouraging them to take action and set their account up in the way they want.

2. Customer next steps: Keeping customers up to date with their account set-up. Letting them know what we’ll be talking to them about next and prompting action.

3. Header Banners: Each First 100 Days eDM features a different Westpac Welcome Team member. Bringing to life our digitally-led, human-backed communication strategy.

4. Messaging: Single minded, bite-sized, action oriented copy is used to clearly tell the customer the one thing we want them to do.

Results

Westpac are already seeing the benefits with a significant reduction in churn, increase in customer satisfaction scores, and improvements in additional customer needs being met.