Well done, ANZ

Kudos to one of Australia’s “Big Four” banks.

As reported by WARC, with financial habits rapidly changing, ANZ is re-thinking the in-branch customer experience by using first party data more effectively.

At MOP we constantly preach that the real world experience of a brand is every bit as important – very probably more important – than anything done in advertising. It seems ANZ believe that too.

“Every time you use your credit card or take money out of your account, we’ve got all that data. We’re probably terrible in comparison with most companies in using that data,” said Steve Odgers, Head of Distribution Transformation – Retail Banking at ANZ at the recent Customer Experience Innovation and Tech Fest in Melbourne.

But using data and digital more effectively can result in a better experience for both the customer and staff.

One major area of improvement for ANZ has been in personal loan applications, which once involved an hour in-branch and 400 different pieces of information regardless of whether a person was an existing customer. By integrating existing customer data, the same application now takes 12 minutes and requires only six pieces of information.

“It’s a dramatic change for both the bankers and customers and made possible just by using the information we already had about them. So that’s a really good outcome,” said Odgers.

Another development has involved re-designing bank interiors so that staff engage with customers in a common space, rather than behind a counter, or in places where there is a physical barrier. After all, visits to banks typically involve branch staff sitting behind a computer opposite the customer, for example, but ANZ has re-designed a number of branches in a pilot project with the express goal of fostering a better experience through side-by-side discussions between bankers and customers.

Odgers said: “It’s not a matter of pointing to the device and telling customers they should learn how to use it themselves.

“So if we have an 84-year-old customer who is not too familiar with ATMs, every single time she comes into the branch, we’ll help her use the ATM. That’s just the way we serve, instead of serving from behind a counter, using technology the customer can’t see or interact with.”

At MOP we applaud this effort, whether or not it works perfectly from Day 1 of the project. Any brand is only as strong as it’s weakest link, and its weakest link is often in the day-to-day transactional relationship that the customer has with the brand when we are actually trying to “do business”.

(Don’t get us started on our recent experience trying to buy wine from Qantas Epicure. No, really, don’t.

And we recently had a polite conversation with a lady working for the Foxtel call centre, when our “box” wasn’t working.

“Please turn it off.”

“OK, done that.”

“What lights are lit on the front of the machine now?”

“None. We just turned it off.”

“Yes, but what lights are on?”

[Bites tongue and considers response carefully.]

“Er … I think your box needs electricity to show any lights?”

[Extended silence.]

“Would you like me to turn it on again?”

“Yes, please.”)

So well done, ANZ. Hope it all wins you business. Let us know how you go.

#ANZ #customerservice #Foxtel #Qantas #branding


Author: Stephen Yolland

Director of Creative Strategy and Partner @ Magnum Opus Partners.

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