A case study with Westpac
Getting closer to new arrivals
To get closer to new arrivals the bank wanted agile qualitative market research to help gain a greater understanding of the banking journey new migrants take when entering to Australia.
Significant knowledge gaps to overcome included: how to best engage with this target audience; and at which point on the journey to engage.
Finding people interested in discussing banking in a new country and ensuring a mix of English speaking and non English speaking migrants would be a challenge. In addition, ensuring we could cover and understand all the elements of the migrant journey including met and unmet needs for banking.
Mapping a customer journey map of needs and barriers in different languages.
We took a jobs to be done (JTBD) approach including the use of agile qualitative research approaches including a storytelling approach.
We spoke with 14 new migrants in one on one in depth, observational interviews about their experience moving to Australia from a range of backgrounds and understood how they went about seeking banking products and services.
A deeper understanding of the migrant customer journey into new banking in Australia;
A customer journey map was outlined for each migrant community and what was most important to each group with directions on how the bank could make that journey a little easier for them – interventions, services and communications
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