Client: Major 'big four' bank

Brief: Prepare 80 x 600-word case studies on specific internal sales projects conducted by branches across Australia

Audience: Senior leadership and other branch managers

The case studies outlined how branch managers were embedding a conversation framework with their teams using specific customer-focused projects. The case studies were compiled using interviews, as well as notes provided by the branch managers.  

Each case study tells a story of change and transformation and includes replicable activities to allow other branch manager to duplicate the projects should they wish. 

The premium experience: a case study on implementing a targeted needs analysis for enhanced customer service

Brisbane North's team motto is: 'We are lenders who protect and provide amazing customer experiences.' We wanted to achieve 200% of our insurance uplift plan by the end of 2021. Our goal for the project was to provide insurance protection to as many customers as possible during the three-month project. We felt we could successfully achieve this through the targeted application of the needs analysis built into our new conversation framework. 

The team has a high conversion-to-sale ratio when they quote, but they felt they could and should do more quotes. By applying the needs analysis and focusing on improving our quoting volume, we were looking to substantially increase the number of customers we were helping with their insurance needs. 

In February, we implemented the following process:

• During our pre-qualification calls, the team used specific micro-behaviours in the Uncover Needs section of our conversation framework to guide them through a quick needs analysis with the customer. During the needs analysis, the team members took down details of all the customer's properties. 

• The team completed RP Data reports for those properties and prepared insurance quotes off the back of those reports. 

• In our initial meeting with the home loan customer insurance quotes for all the customer’s properties were offered. 

The quotes gave our home loan customers a great first impression and demonstrated that we cared about and supported our customers. 

In addition, each Monday, we held a customer-focused meeting where we spent about 20 minutes talking through our protection wins. We shared positive stories and instances where we could save our customers money on their premiums and provide better coverage. By sharing stories, we kept the protection piece of the home-lending conversation front of mind. 

As a team, we consistently speak to our team motto: 'We are lenders who protect and provide amazing customer experiences.' We have embedded this motto into weekly team meetings and check-ins.

The conversation framework added a structure and process to our customer conversations, making the customer experience more seamless. By consistently applying the framework, we demonstrated that the team at Brisbane North were professional and responsible bankers who did their research and were always well-prepared for the customer appointment.

The team members who did this well reported that customers were often surprised and enthusiastic about their preparation. As lenders, they appeared and felt more professional because of this preparation. Our customers were leaving the branch with property reports for each of their properties, and they had saved money on insurance premiums. This was a fantastic value-add.

Our quotes on approval percentage increased from 108% in January to 161% in February. This lift demonstrates that we were not just quoting on the home loan property but on other properties as well. 

Several customers believed they already had good insurance policies and resisted change. However, because we had already prepared the quote and they could see what we were offering was cheaper than the insurance they had in place, they were happy to have the insurance conversation with us.

This project has reinforced that our lenders are the most caring in town, and seeing the team offering targeted and quality service to our customers has been an absolute pleasure.