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To be the number one service organisation in financial services by September 005 - thats our mission. And we know that achieving it is dependent on our ability to enhance the customer experience through better delivery of service and improving customer perceptions through more compelling advertising and a distinctive visual identity.
So weve taken a completely fresh look at how we can improve the customer experience and our advertising and visual identity, rethinking not just how we look but how we act as well. Heard it all before? Well this time its different.
Heres how it works - the Westpac DNA
Our customer focus strategy is clear. We have committed ourselves to a mission that demands a range of actions that will lead to a dramatic improvement in customer satisfaction. These actions involve improving not only the customer experience, but also improving customer perceptions.
If we can improve the customer experience and use of advertising and visual identity to improve customer perceptions and promote what were doing to improve the customer experience, we have a great opportunity to become the number one service organisation in financial services by September 005.
Our brand positioning
Defining our brand positioning is key. The brand positioning is not a tagline but the strategy that defines the messages our advertising should deliver. We have completed a lot of research with staff and customers to define what messages they want to hear, and the core message they want to hear is that Westpac delivers a consistently better customer experience by doing things differently to other banks.
Customers said this message would be motivating to them and would differentiate us from competitors provided we deliver proof of how we are improving the experience ie by improving the service basics and by adding value through products and advice. Thats why all our new advertising now has proof points.
Personality Profile
The research with our customers also told us what style they wanted to deliver this message in, which led to the development of personality guidelines. The personality guidelines are doing things differently, customer is the hero, knows money, down to earth, optimistic energy and not chest beating.
This is the character of our brand that needs to infect all our communications. Its the kind of personality that does things with spirit and purpose - showing the benefits to our customers.
Its a personality that needs to be delivered with a distinctive visual identity and new communications that puts fresh thinking to the fore.
Doing things differently looks different
We know that our advertising and visual identity can help shape how our customers perceive us. Part of this challenge is to translate our brand positioning and personality into a distinctive visual identity and powerful communications.
There will be three key areas of change in our visual identity
a new advertising theme
a new visual identity system
an updated identity architecture
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