Westpac: Symphony seamless customer engagement programme
Lori Gibbs and Georgina Hooper
Campaign details
Brand owner: WestpacLead agency: The Affinity Group (T/A Unity)Brand: WestpacCountry: New ZealandIndustry Banks, credit cards, loans, Financial services (general), Insurance, InvestmentChannels used: Direct marketing, Email marketing, Internet - microsites, Mobile and apps, Other and ambient media, Point-of-purchase, in-storeMedia budget: $3 - $5 million
Executive summary
This case study describes how Australasian bank Westpac transformed customer banking relationships with Symphony, a single customer view that seamlessly integrates multi-channel customer interactions. Technology may change, but customers...