Literature Evaluation.

A high street bank needed to evaluate the return on its investment in the Welcome Packs provided to new customers.

We designed a programme of qualitative work with recent openers to explore how the packs were received and used by different groups, and to indicate the perceived costs and benefits of potential opportunities for rationalisation.

Our study indicated there were opportunities for rationalising the material provided without compromising the tangible, positive effect on the brand. Also, we were able to provide a broad, channel based segmentation, detailing the different information needs of branch, phone, and online openers.