"Determined to be Different" is a great mantra, but how do staff deliver that promise at the front line consistently? The Commonwealth Bank wanted to be known as the No.1 bank in Australia for customer satisfaction. They were ranked 5th at the time.
To transform Commonwealth Bank’s customer service we needed to put their staff at the heart of the experience.
The Commonwealth Bank is the largest financial services organisation in Australia, with 45,000 staff delivering financial solutions to over 10 million individuals, businesses and corporates across the country.
When the Bank re-positioned under the strapline "Determined to be Different" and set the goal of being number 1 in customer satisfaction, success was never going to be achieved overnight. So, the Bank turned to us to help them plan and execute a long-term, ongoing internal campaign to inform and inspire their people, and remind them exactly of what is so special about working for the Commonwealth Bank.
We created a series of films, brand books, leadership and staff training tools, bespoke customer service intranet pages, every-day communication items, and even internal advertising spots for CBATV.
Within the first week of launch the film had over 25,000 unique views on CommNet (Intranet), over 90% penetration of CommNet users. That equated to a 500% increase in traffic to the CommNet customer satisfaction page - more than achieving the desired result of generating interest and engagement in this all-important content. The Bank has risen three places in customer satisfaction, well on its way to achieving the number 1 spot.