Study, simplify, support
While designing the perfect customer journey would ensure a stress-free loan process for customers, there was still the matter of attracting and keeping their attention.
The home loan market experiences a high rate of churn, which means customers are frequently switching providers in search of a better deal. Our research showed that this was because customers did not perceive any particular value in loyalty to one provider.
This was a key insight that informed our strategy for CUA. We needed to find a way to make the brand stand out in a highly commoditised market and create value that would make customers want to stay.
The solution we arrived at was to focus on three key areas: simplifying the loan process, providing expert support, and making it easy for customers to compare products.
Removing the barriers between what is and what is possible
In order to stand out from the crowd, we needed to show people that CUA could help them realise their home ownership dreams and help them overcome their worries.
Our task was to show people that these worries were normal and that CUA could help them overcome them.
However, a one size fits all approach is never the best way, so we worked with CUA to implement customer segmentation, which would help us to create content that was more relatable and useful for each different type of customer.
By splitting customers into Set and Forget, Support Seeker, and Future Minded segments, we were able to create targeted content that helped address each group's specific concerns.
This level of personalised support provided CUA with a significant competitive advantage, and ultimately helped them to connect with their customers on a much deeper level.