Dudley Building Society is in a competitive financial services market, with a number of other small building societies in the close vicinity.
They were seeking to deliver a more engaging customer experience in the way that they sold their savings products. As an equally important task, they were looking to reduce the production and wastage costs of customer leaflets printed en masse, that had to be amended and reprinted in response to any changes in regulatory requirements or product terms.
The first stage was to devise new graphical treatments for each element of the savings range, with a friendly, professional and accessible look and feel. These were incorporated into a new look savings leaflet format that showed the savings range as a group, but also distinguished the different categories of savings account, using illustrations and a bespoke colour palette.
We realised very quickly that there was far more to this than reducing print runs. Bringing the whole process in-browser opened up a world of opportunities.
Reduction in time taken to make changes to product literature.
Accessible activity logs detailing product changes to relevant staff members.
A system that collects usable customer data for marketing purposes.
Bespoke, personalised leaflets that enhance the customer journey.
The system needed to operate in-branch via a tablet as well as through the company website. Dudley have a wide ranging client base so the interface had to be respectful of all ages and demographics.
By using data collected from the decision tree we were able to personalise the specific savings brochures, both in terms of customer name and with graphics representing their stated reason for saving (car, house deposit, holiday, etc.)
This customer data was then available to use for marketing purposes.
Printing the leaflets in-branch allowed the staff at the customer desk to use personalised literature as a conversation starter, with a view to a sale.
A Content Management System (CMS) allows the marketing team to amend existing or introduce new savings brochures, and secure product manager and compliance sign-off within one system.
The time taken for the society to turn around brochure amends has dropped from 24 days to seven. Every detail is tracked and logged, which is essential to comply with Cash Savings Market regulation.