CommSec

The Client

CommSec is Australia’s leading financial markets trading platform and a key subsidiary of the Commonwealth Bank.

The Challenge

Facing increasing competitive pressure CommSec needed better ways to engage and serve their customers to increase tenure and product usage.

The Approach

CommSec engaged Strativity to design the target CommSec experience and develop a new and usable segmentation model. Strativity also analysed CommSec’s level of customer centricity and recommend specific changes to the organisation to support becoming more customer centric. Furthermore, we redesigned the voice of customer program aligned to the target state experience to provide visibility on progression and to assist with the prioritisation of issues and enhancements.

The Results

Our work provided the basis for experience differentiation combined with a better way of targeting engagement of customers through the use of an attitudinal and behavioural segmentation approach. The internal changes recommended to become more customer centric have helped support these initiatives and improve the overall performance of the business in terms of customer focus. CommSec continue to be the leading brand in share trading with the greatest market share.

“I highly recommend the work of the Strativity team. They are experts in understanding and improving the customer experience of leading brands. They take the time to understand the moments that matter to customers and provide practical advice and solutions. In the case of CommSec which was already a market leader, Strativity offered some critical insights that have improved the investing experience of our investors. Experts in the field that matters most to customers.”

Paul Rayson, 
Chief Executive Officer