“Imagine a place where, as a Queenslander, you would feel comfortable talking about things that matter the most with someone you’ve just met...”
Background
RACQ is one of Queensland’s largest insurance companies and has recently merged with a bank. They are currently #2 in the KPMG best customer experiences in Australia and are in the Roy Morgan top 10 most trusted brands in Australia.
Challenge
The merger with QTMB poses a significant challenge for the RACQ brand as it has a strong association with motor vehicles but less association with consumer banking. At the core of this challenge lies the need for RACQ to transition from a trust built around its existing insurance and assistance business to a trust associated with everyday banking. Added to this is the challenge that all banks face with retail – they don’t sell tangible product.
Approach
We know the experience has to resonate with the outdoor life Queenslanders revere. It also needs a significant residential reference to build credibility in the category of home that lies at the core of banking.
Collaborations
Working alongside the awesome Brand Behaviour in designing a service experience that supports every likely transition from an insurance relationship to an everyday banking one whilst allowing two very disparate legacy service cultures to merge seamlessly.
Results
This site is currently processing five times as many home loan applications as the previous QTMB bank in North Lakes Shopping centre.
This project represents a significant step for consumer banking in Australia by taking the retail brand experience to a whole new level.
