Sometimes a change is unavoidable, even if it affects every single one of your current account or savings customers. So, when Norwich & Peterborough Building Society needed to explain their change in sort code, we were happy to take on the challenge.
Our brief was to reassure customers that this was very much business as usual as well as very clearly communicating what would happen, and any actions they needed to take. The project was prompted by a change of provider of back-end services, and happened to coincide with a change in N&P’s brand look and feel.
It was quite a complex and detailed set of messages but we designed a simple initial mailing pack that explained the change, why it was happening and the next steps. But as a sort code is like a post code for your money, we had to work extremely hard to reassure customers that their salaries, pensions, and other payments would continue to arrive on time, and of course their Direct Debits, Standing Orders and other bills would continue to be paid on time, too.
The campaign was far more than just one pack, though. We produced a range of branch materials including a handy z-card handout that explained the changes in full, plus a series of follow up communications that delivered the new debit cards and cheque books carrying the new sort code, in the new brand style.
"Cherry Tiger translated our requirements into a customer communication program that
we were really proud of."
Claire Young, Marketing Manager, N&P