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? 


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.

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