Helping HSBC have better conversations with customers

HSBC needed to improve the quality and quantity of annual business reviews for customers.

Working closely with two fantastic members of the business, we created a new online business review tool.

Customers could go through the review in branch or take it on their own. By answering a few questions about how they do business and what products they have, we gave them a tailored report. The report recommended products and business guidance to consider.

Here’s how we made it happen:

I drafted the proposal and business case, pitched for and secured phase one budget, penned an outline design and build brief, selected the agency and managed the ongoing relationship.

The three of us ran workshops with product managers to set the question flow and underlying logic that produced tailored reports.

Meanwhile, I:

• came up with user journeys and page sketches

• arranged user testing

• looked after 3rd party content creation

The other two were then flat out with internal communications and training days to get staff familiar with the tool.

When the tool was built I managed UAT, arranged application and hosting environment testing and collaborated on internal sign offs.

With the tool live, an early analytics review showed self-serve customers were getting stuck on the tool landing page. Repositioning the ‘start’ button improved review starts.

10,000 reviews were completed in 2012, generating a 79% uplift in sales and referrals.