HSBC Canada realized that they were missing out on a key demographic – people who had recently immigrated from Asia. Since HSBC has a strong presence in Asia, this should have been an automatic win for them; however, other Canadian competitors were capturing many of these new customers. HSBC wanted that piece of the pie. Change was necessary.
Through a number of research, website architecture, design, and copywriting tasks, Warblr enabled HSBC to recapture this lost demographic. We interviewed a number of recent Asian immigrants to try to understand their needs better. We also employed the use of an eye tracker. We used this to test our designs and ensure that we were catering to their specific preferences. This research gave us the information we needed to accomplish our goal.
The resulting website hit the bull’s-eye. It provides a number of services to these new immigrants – beyond what is typically offered from a bank. For example, resources to help them feel comfortable in their new home.
This example shows the power of customer experience. By going above and beyond the call of duty, HSBC was able to provide a real service to their customers. At the same time they were able to exceed their business goals. With good customer experience, everyone wins.