Learning Launch

Challenge & Selection

I’m member of Bank in Georgia, on Agile structure – my/our challenge is to improve digital productes, to  increase sales in the online channel and to spend marketing budgets on the right campaigns. We use all  the design thinking tools in our organization: Visualization thinking, Storytelling, Mind Mapping,  Learning Launch. Now I will share my experience about learning launch.

While working on one of the projects, we encountered one problem while processing the data. As a result  of observing customer behavior, we found that Concept clients (affluent customers), didn’t use the service  of a personal banker, didn’t call them and they actually use Internet and mobile banking. Two major  challenges are identified:

1. Could personal bankers not have served them properly?

2. Assume that maybe technological development has changed the needs of high-income customers and  they do not need the services of a banker.

Application & Insight

Before we called our bankers with claims,we looked at more customer behavior in depth.

We conducted research, and interviewed clients to see if they liked the digital kit. 55% of respondents  were interested and approved of this initiative. However, this reasearch was not enough to convince  skeptical Board members. They suggested that without the services of a personal banker, this set would  not work. It was necessary to run the pilot.

We realized from the beginning, to solve this problem, and to serve our customers more effectively, we  need to use the Learning launch tool. Because, in this segment of customers, unite clients with different  behaviors and needs. We could not make a big change on a large scale. We had to make small experiment,  to test our new idea in the real marketplace. In addition to our assumption that the number of loyal and  satisfied customers would increase, we would also save the bank a great deal of financial,human and  marketing resources.

For the pilot, with the help of developers, QAs and stakeholders, we have create a digital set of products  without the services of a personal banker.

We decided to choose 1000 customers with the same behavior, to offer banking services for 500, and for  another 500 -a digital kit, without the services of a banker.

As a result of the pilot was - the sales of the digital kit increased by 6time.

As a result of the observations, it was found that it was necessary to offer a package that would be entirely  digital and would no longer require the involvement of a personal banker.

After this pilot, we continued to sell digital kits at a fast pace.

