Storytelling

Challenge & Selection    I believe that storytelling would be helpful to prioritize the message into sequence before conveying  to the audience in easy-to-understand mode. As my challenge, I am working in the banking business  in Thailand dealing with a lot of development project of staff‘s capability who working at branches.  One of my tasks is to enhance staff knowledge by emphasizing in sales pitching process. Our team  have to teach them about customer insight in each segments to all staff, who is in charged with sales  position, in order to correctly fulfill the customer needs with the right products.  Therefore, after  considered what kind of thing they should to know about your customer, we selected storytelling  method to convey our message to staff get into “customer‘s life” and reach the goal in making  “customer empathy “ as much as possible.

Application

We started the process of storytelling as following :   1) Create Customer online journey book  which contained a different of customer types or  outstanding characteristics in each groups (e.g. Age, Income, occupation)   2) Share the story in the book before opening the branch in every morning by manager to sale  position in the branch.

3) Wait and see the result in the end of the day (Testing period is one month long).

Insight & Approach

After launching this trial session, the follow up result shown that staff feel more understand into real  customer needs than before. They also eager to help customer as they want to solve customer as  possible as they can do. Interestingly, the storytelling of customer Journey process also improve  them to find prospect customer because it precisely help in matching the financial products with the  possible needs’ of customer.  In the future, we still have a room to increase this storytelling more  than just in improvement in sale of retail banking product. However, corporate site of loan product  should take this way if they want to improve their capacity of their sale person.

