How we helped a global bank make a new customer platform matter to employees
Employee Value Proposition
the challenge
A global bank was preparing to launch a new customer platform designed to help Relationship Directors have more valuable conversations with customers.
The technology was ready, but adoption would depend on whether employees believed it could help them succeed.
The platform would be introduced across multiple countries, cultures and partner banks, each with different ways of working and different attitudes towards change.
But people don't adopt technology because they understand it. They adopt it because it feels relevant.
what we did
We developed an employee value proposition and narrative framework that connected the platform to what mattered most to Relationship Directors.
Through audience research, stakeholder engagement and behavioural analysis, we explored how Relationship Directors viewed their role, what motivated them, and what might prevent adoption of the new platform.
Rather than starting with the technology, we started with the audience.
We examined how Relationship Directors across different markets built customer relationships, what they valued in their work, and how cultural differences influenced behaviour.
Using these insights, we created a core EVP lens that could be adapted locally while remaining connected to a single global proposition.
the insight
The platform was global. The audience wasn't.
While every Relationship Director was responsible for building customer relationships, the way they approached that goal varied significantly across markets. A message that resonated in Japan would not necessarily resonate in Spain, the UK or the US.
Instead of creating a one-size-fits-all campaign, we developed a communication lens that translated the platform's value through the motivations, behaviours and cultural preferences of each audience.
People don't engage with change when it's translated. They engage when it feels written for them.
“The platform was global. The audience wasn't”
the outcome
We produced a global EVP, market-specific narrative films, and a communications toolkit that enabled each region to communicate the platform through a culturally relevant lens.
Relationship Directors were able to see the platform not as another piece of technology, but as a tool for building deeper customer relationships and delivering greater value in the moments that matter most.