Our clients are all different. They come to us with different problems. And what their customers expect from them is (you got it) different. So, the work we do for them? It’s different too. But all with one thing in common: a living-breathing-clicking human being at the heart of every piece.
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...
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.
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.
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.
Homelessness has become Auckland's 'invisible problem'. Even though many Aucklanders walk past people sleeping rough on a daily basis, they seldom take the time to see the struggles our homeless people go through every day.
Auckland City Mission's Winter Appeal always successfully draws attention to the plight of the city's homeless and we wanted to start from this platform and lift things up a gear. With multiple charities tackling homelessness, we needed to find a way for the City Mission to cut through the noise to reach a fundraising goal of $300,000 in only five weeks with a budget of just $20,000.
We appealed primarily to Auckland women 25 to 45 in middle-income families with a strong social conscience, and in a broader sense, all Aucklanders who care for the community.
Our approach was to find a way to bring to life the experience of being homeless in a realistic way so we created a unique 360-degree video experience. It dropped the viewer into a series of confronting moments, keeping it authentic by using real stories from real people who had experienced life on the streets – not actors, shot from the perspective of one of Auckland's homeless.
The video was viewed more than 22,000 times across YouTube and Facebook and helped to double the income of the winter campaign compared to the previous year.
"When we asked Track to help us with our Winter Appeal, they responded with this innovative idea of bringing to life the stories of our city's rough sleepers and we thought, 'We absolutely need to do this'"
- Auckland City Missioner, Chris Farrelley
"The 360 film has been very powerful, and will continue to have an impact."
- Alexis Sawyers, Team Leader – Fundraising