Marketers don't expect to create a campaign asking customers to join a competitor.
But RBS needed to meet legal commitments to reduce its SME market share, so it set out on a mission to persuade business banking customers to switch.
When it comes to asking customers to join a competitor, the marketing rule book doesn't exist. Driving change would be crucial because:
- Just 4% of SMEs switch annually
- Customers needed to be convinced switching was the best option
- They were switch resistant
- Customers might ask, "What's the catch?"
RBS needed customers to think more like savvy consumers: to see switching as a way to achieve rewards and benefits.
A comparison website drove the customer journey, making the process easy and breaking down barriers.
Customers were driven to view exclusive offers that outstripped rivals' deals.