|More from: | ZDNET |||
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
About | ZDNET |
ZDNet brings together the reach of global and the depth of local, delivering 24/7 news coverage and analysis on the trends, technologies and opportunities that matter to IT professionals and decision makers.
Whatever your role in the IT buying cycle, ZDNet provides support -- from investigating options to optimizing a solution. Whether you want to follow hot topics or emerging trends, or keep up to date with the latest news and events, ZDNet is the destination for professionals seeking to research technology-related issues, and solve business technology problems.