Customer Contact Initiative
Background
With the banking and finance industry adopting Digital technologies across their business process, it was only a matter of time when the Customer Service functional so benefited from Digital Transformation. For Bank Aljazira, the digital chat-based customer contact initiative was the first step in this digital transformation process.
Objective
The campaign objective was to develop a communication strategy to effectively communicate this digital transformation of the customer contact initiative of Bank Aljazira
The Challenge
Digital has become part and parcel of everyday life and there is a lot of communication that revolves around digital transformation. The primary challenge for the Bank AlJazira Digital Customer Contact campaign was to stand out from the clutter and make impact with the customers and at the same time effectively announce the features and benefits of the service.
Campaign Structure
A two-pronged approach was adopted to meet this challenge.
One part of the campaign revolved around awareness of features of the service – I.e Multi-platform (WhatsApp, Online Chat, Email) and the fact that the service is available 24/7 (anytime, anywhere), this was to be communicated using social posts. The second part of the campaign was to create an impactful video content that would standout form the clutter and clearly communicate the features and benefits in an engaging way.
One part of the campaign revolved around awareness of features of the service – I.e Multi-platform (WhatsApp, Online Chat, Email) and the fact that the service is available 24/7 (anytime, anywhere), this was to be communicated using social posts. The second part of the campaign was to create an impactful video content that would standout form the clutter and clearly communicate the features and benefits in an engaging way.
Insight
The insight that was leveraged was that people often feel ignored or overlooked, especially in the context of dealing with customer service of financial institutions, resulting in them feeling frustrated and isolated – almost as if they were invisible or ir-relevant.
Creative Idea
The creative Idea was to amplify this feeling of being ignored across social situations (friends, family and office) and flip the emotion by showcasing attentiveness and care of Bank Aljazira digital contact initiative with its anytime, anywhere, any device features.
