I invite you to watch the Barclays UK Your Bank video playlist, a selection of topics and niche target groups the bank cleverly engaged weeks before taking the platform from beta to launch, including:
business banking customers
wounded servicemen and women
Goals: increase trust by listening and being more transparent
Sara Bennison, marketing director at Barclays Retail: “The Your Bank platform represents a very public commitment to listening to our customers and showing how we are going to act on changes big and small which can make their lives easier. “The campaign which takes the platform from beta to full launch has a bold visual approach to demonstrate listening and is unafraid to ask provocative questions to demonstrate we really do want to hear.”
Please find below four of the ten excellent moves Barclays bank made in my opinion during the ramp up to the launch of their major ‘Your Bank’ campaign, in no particular order:
Good amount of content and interactions at launch, including employee’s contribution
Broad range of topics over and beyond financial products and services, including community work
Telegraph partnership to facilitate their long-standing customer workshop
Print and TV commercials with a clear call to action: visit the ‘Your Bank’ site
It looks like the open innovation space in banking has gotten more crowded within the last seven with the launches of no less than two new innovation labs, one by Erste Bank and Sparkasse in Austria (the ‘s LAB’), and this one by Barclays bank in the UK.
If neither of those two financial institutions are pioneering open innovation in our highly regulated financial services industry, first direct and CommBank of Australia had the honor to do so in the last 18 months, in my opinion it is always a good sign to see any crowdsourcing initiative aiming to involve banking customers and demonstrate the willingness of a bank to listen and improve and meet its new customer expectations.
You are banking in the UK, ideally with Barclays, what do you think of their new open innovation lab? Would it change your perception of the bank and increase your brand consideration when looking for a new financial product in the future?
We invite you to join the conversation and share your thought on the new Barclays Your Bank ideabank and banking innovation here or on twitter.
Based in London, Christophe is an entertaining social media keynote speaker and a trusted advisor to the global financial services industry on the topics of social media, social business and digital innovation.
Christophe has contributed to over 140 events in 18 countries.
Currently, Christophe is 'Social Media Senior Managing Consultant' at IBM Interactive Experience. He's also a Digital Advisor at the Financial Services Forum and the Moller Centre (part of the Churchill College in Cambridge).
Christophe's views on VisibleBanking.com are his own, not necessarily his employer's.