Challenge

The Co-operative Bank wanted to drive growth by boosting current account and savings balances. For an ethical bank with customer-first values, it had to be about helping customers make the most of their finances rather than selling. Engaging frontline colleagues on how to spot opportunities and have meaningful conversations would be key.

Provocative thought

The bank’s marketing team had robust customer segmentation which pinpointed the appropriate products and advice to help people save and grow their money. Yet, for branch, telephone and live-chat teams, how do you stop the data being just numbers and facts on a page? 

Solution

We brought the data to life via human stories; connecting a person to each of the renamed segments. With interactive tools, posters, desk aids and games, the Know Our Customers initiative avoided rational information about rates and focussed on people’s life stage and how The Co-operative Bank’s products could fit their needs, hopes and plans.

Customer segmentation and sales communication tools
Customer segmentation and personae for the Co-operative Bank.
Internal communication of customer segments for sales and business growth for Co-operative bank
Bringing customer segments to life for better consumer insight and understanding.
Communicating market segmentation to frontline colleagues.
Service:
Brand strategy
Design
Internal communications
Sector:
Banking & Finance
Channel:
App
Digital video
Events
Internal communications
Print
Contact Us:
To find out how Dinosaur could help you get great results, phone Nicola on
0161 831 0831
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