KEY GOALS:
After traditionally offering motor vehicle finance strictly on a personal loan basis, Westpac was preparing to trial a new auto loan product for business customers.

CHALLENGES:
To be successful, the bank needed to ensure the customer service teams in its branches were able to promote the new product to its prospective business clients.

Westpac knew it faced a challenge given branch staff are traditionally not effective at communicating new offerings.

EVT's APPROACH:
EVT’s solution included developing a training programme, an incentive improvement programme and a consumer awareness programme covering all customer-facing staff who have the opportunity to communicate new products.

The incentive programme was introduced to each branch face-to-face, incorporating clear messaging to be communicated on the programme and achievable rewards. It also included a performance improvement element to encourage teamwork in order to outperform other branches across the city.

We then promoted Point of Sale material in each branch, which was also worn by branch staff communicating the trial product.

EVT launched a programme targeting just the Westpac branches in Melbourne initially. Branches were heavily decorated with banners and ads about the new product, reinforcing the message in the minds of all customers who walked through the door, so they had to ask about this new loan product.

OUTCOME:
Results included 6 months worth of sales recorded in 1 month.