Roy Morgan, 2018
The challenge
Bank Australia is a 100% customer owned bank focused on ethical, sustainable banking that makes a difference. They have over 125,000 customers, $4 billion in assets, 24 branches and 3,000+ ATMs.
In 2015 they set a target: to become Australia’s leading customer owned responsible bank and have the predominant market share of the socially aware customer values segment, namely the Leading Lifestyles and Metrotech Helix Communities who represent over 50% of total banking value.
The solution
We started by analysing Bank Australia’s customer database against Helix Personas to reveal the Personas of their existing customers and understand their current position with the target market. This allowed the Bank to establish KPI’s for their marketing activity and measure their ongoing performance.
