Winning in the era of brand experience

This article is part of a series of articles on winning in the era of brand experience. Read more.

In 2018, TSB Bank – one of the UK’s leading challenger banks – experienced IT issues which caused wide-spanning challenges for the business. TSB set out in April 2018 to migrate its legacy IT systems to a bespoke, newly-built platform. Subsequent service instability led to wide-ranging problems for customers, including being locked out of online and mobile banking. The problems, which carried on for a number of months as TSB looked to fix the various issues, were compounded by floods of customers to its social, branch and telephone channels, as well as fraudsters looking to capitalise on the opportunity and exploit TSB’s customers.

According to TSB Bank’s Chief Marketing Officer, Pete Markey, making it right with customers and considering how the brand would re-establish its regular marketing activity was a process many months in the making, taking “each day at a time”.