2024 Bronze Financial Services

Agency: Ogilvy UK

Client: Lloyds Banking Group

Entry Title: Re-imagined Lloyds Current Account Onboarding

Executive Summary

Lloyds faced a significant challenge: digitally engaged customers deliver disproportionate value to the bank, but adoption of key features like biometrics, push notifications, paperless statements and spend rewards was low.

Strategy

Changing established customer habits is difficult; once set, customers rarely adopt new features. The onboarding window was a critical opportunity to welcome customers to the brand, establish new habits, increase feature adoption and reposition the bank as a digital leader in a sea of disruptors.

The goal was to reimagine onboarding to introduce new current account customers to these valuable app features earlier, establish better habits, and create long-term engagement through behavioural nudges at every interaction.

The team conducted bespoke research to better understand customers’ needs. It revealed that when opening a current account, ease and speed are key drivers of customer satisfaction. But customers also wanted to feel like they were seen, cared for and valued; and they only wanted content relevant to their needs.

A personalised journey was created as part of delivering the convenience and efficiency expected from a modern digital bank. The strategy identified both the functional needs of customers and the emotional needs typically fulfilled by a branch colleague, such as feeling welcomed, empowered and optimistic about the future.

Creativity

The principles were deployed throughout a 100-day communication plan, for a seamless, engaging onboarding journey combining the best of digital convenience and human care.

The slick, functional experience channelled the central principle of forward thinking, empowering and supporting customers to make the most of their new relationship. Creative aped an empathetic coach, providing proactive, personalised guidance through a series of charming yet practical emails and in-app notifications. Each interaction was tailored to individual needs, using a conversational tone that made the customer feel understood, supported and motivated to keep going.

The centrepiece was a data driven, personalised virtual checklist, which guided users step by step through their journey with the bank but at their own pace. The modern, contemporary design was embraced by customers in testing, who praised its clarity and intuitive feel.