Bankwest sized

The Client

Bankwest, previously known as Rural and Industries Bank of Western Australia, is a full-service bank based in Perth. And, since 2008, a subsidiary of CBA.

The Challenge

Bankwest desired to overcome a lack of clarity on how customers and potential customers engaged across a variety of touchpoints, channels and journey stages. This lack of granularity was inhibiting evidence-based strategy development.

The Approach

Strativity was engaged by Bankwest to clearly define the ‘path to purchase’ and a holistic view of the customer experience surrounding its home loan, personal loan and transaction account products. Strativity conducted large-scale qualitative and quantitative research involving 2000+ existing and potential Bankwest customers. Our research uncovered deep motivational and attitudinal insights; this enabled the construction of a detailed experience map, the development of a segmentation framework, a ’Voice of Customer’ program and the design of the optimal Bankwest customer experience (with a supported retention strategy).

The Results

The program was a great success. Project outputs not only aided strategic decision making but were key to seeing a more customer centric culture overall. Since implementation of the project initiatives, quantifiable improvements in key awareness and brand metrics have been observed, and, importantly, a significant uplift in both conversion, engagement and customer satisfaction metrics resulting in frictionless banking and a decreasing approval time for home loans from 13 to 4 days.

“Thanks Brad – your support and the team at Strativity Group helped us drive an insight-led, data-driven approach to disrupt a 124-year-old bank!”

Andrew Chanmugan,
General Manager – Customer Experience