How Westpac fixed a sales issue by asking what its customers actually wanted

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Westpac recently undertook a transformation project across its entire organisation to fix the initial problem of customer drop-offs.

The customer re-engagement program spanned its four banking institutions — Westpac, St George, Bank SA, and Bank of Melbourne — and focused on credit cards, personal loans, transaction accounts, and savings accounts.

The program started with a multidisciplinary team, comprising 160-plus staff, that set off on a three-month customer research exercise to look at the end-to-end sales process.

“We wanted to understand where customers were dropping off and why,” Westpac digital sales portfolio director, Mase Arakeli, said at Salesforce World Tour on Wednesday in Sydney.

“What our research found was after the application was submitted, we were losing 40-50 percent of customers


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