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1994 Westpac Financial Services When some people read about financial products they just lose heart. The thickets of jargon can seem impenetrable. If you want to know whether customers understand what they're buying you have only to wait until the market falls. Fund managers call centres light up with consumers wanting to know ‘Why?' This raises a key question: What level of return on their investment—over what time—should investors have a right to expect? Westpac Financial Services needed communication materials that would help them manage customer expectations. They invited InfoCLEAR to help. InfoCLEAR's response was based upon a simple model for financial consultation. In the interview, the financial adviser would offer the customer a window (clarify future goals), a picture (recommend suitable products) and a mirror (confirm awareness, understanding). Rob then helped design support materials for this process. These materials explained in simple terms how specific investment products work. The concepts developed were then carried through into prospectuses and other customer communications. |
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1995 Westpac Banking Corporation Westpac is Australia's first bank and currently one of its four largest. In 1995, the bank undertook a major television and in-branch campaign promoting the bank as offering a ‘one step' financial solution. To support the campaign, the bank needed customer communications providing a ‘gateway' for customers to think about their need for day-to-day banking, savings, investments, retirement planning and insurance. Rob was invited to write several key publications for in-branch display. The brief called for text to be written in a distinctive style—first person narrative. The strategy was to help readers engage more personally with the issues and to position the bank as an integral part of the customer's life: 'my bank'. Rob says, 'Westpac wanted to ensure the text reflected real life experience. So I interviewed several Westpac Financial Consultants and used stories of their clients to build relevant, but fictional, scenarios.' The campaign was regarded by the bank as highly successful.
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