Generate meaningful conversations between Local Business Banking representatives (LBB) and Westpac's SME customers, to discuss their 2015 business plans and achieve strong targets in revenue and customer balances with product sales. Additionally, reinforce Westpac's position as subject matter experts and demonstrate a true understanding of their customers' business and issues, in order to provide the appropriate products and services to help them succeed.
Maintaining a healthy cash flow is crucial for any SME to survive and grow - 90% of small business failures are caused by poor cash flow management.
We tangibly demonstrated how Westpac looks at each business individually, by presenting a personalised approach to help customers achieve their goals. Creatively this was achieved by developing an info graphic of the customer's business performance with cash flow as the priority. In so doing, we quickly established Westpac's expertise and understanding, which was then used as a context to further present tailored recommendations for products and services with a call to action to arrange a face-to-face meeting with their LBB.
Driven by detailed data modelling, each customer was served three 'next best' service or product offers from eleven possible options. The LBB also received the information in order to inform the face-to-face meeting in a more meaningful way.