Partly because of the success of price comparison sites, it’s easy to think of savings products as a commodity; purely differentiated on rate. However, the reality is much more complex, and savings decisions are as equally influenced by the needs of the individual – their lifestage and goals.
Yorkshire Building Society asked Cherry Tiger to develop a desktop tool (called Connect) for in-branch staff, designed to make it easier for them to help their customers make the right savings choices. Key to the brief was the fact that Connect is not a sales aid – rather, it was designed to support conversations and help customers think about a whole savings strategy for today, tomorrow and the future’s needs.
We worked extensively with a large team within YBS – from heads of retail, project managers, training staff and technical support – to establish customer journeys and how we could best ‘facilitate’ the conversations going on in branch.
In a sector often weighed down by over-complexity and small print, our solution had simplicity and clarity at its heart. By helping customers think about the medium and long term – and providing access to product explanations; savings calculators and unbiased overviews of different product types – we helped them to understand what types of product might be right for their needs; how to make the most of their savings… or if they might want further financial advice.
Initially launched for Chelsea Building Society, Connect has been rolled out across all the YBS brands. It gives branches staff yet another way in which they can excel at serving their customers – helping to build trust and long term relationships – commodities that, in financial services today, have real value.
Cherry Tiger have developed and continually enhanced the web based ‘Connect’ tool which has delivered an exceptional Customer Experience during a Savings and/or Current Account review. On every occasion, Louise and the team have worked with us to understand our requirements, demonstrating the willingness and ability to act and respond, sometimes meeting very challenging deadlines with consistently exceptional results.
Ryan MacInnis, Sales Policy Manager