The challenge within finance can often be reengaging with customers who are disenfranchised and not looking to invest their time in banking, seeing the bank as just a ‘necessary evil’. As part of the broader Westpac vision, BT is transforming through redefining the customer journey. After 50 years of collecting customer insights BT realized the need to drill down, instead into customer needs. As part of a year-long project BT has been able to identify 6 customer life stages, each with 3 key needs, moving forward products will be aligned to meeting these needs. In this session:
How BT went about collecting a rich insight into the customer through home visits, employee feedback and group session
A snapshot of the insights gained, which contributed to shape the life stages and needs profile
The process of transforming insights into ‘life stages’ in the Customer Journey Lab and what was learned through this process
Check out the incredible speaker line-up to see who will be joining Van.