Building a cross-channel customer profile
Westpac is one of Australia's big four banks and operates Australia's largest branch network, with almost 1200 branches. Westpac initially partnered with Proto to perform a deep dive into their credit card service offerings and build an understanding of their customer's experience across a diverse number of channels.
Through our research, Westpac aimed to discover transformative insights into why customers hold and use multiple credit cards. That vital data would then be used to identify what key features would be required for a customer to use only one Westpac credit card and further distilled into the design of a ‘Westpac One Card,’ representing the ideal credit card experience.