How Defence Bank is aiming to stay one technology step ahead of customers

Defence Bank talks through its latest multi-channel investments aimed at better serving a technologically savvy customer base

Jon Linehan
Jon Linehan

When you have a customer base that is both young and technologically savvy, it pays to stay at the forefront of customer service technology.

This has been the stance taken by Defence Bank, a member-owned bank with 40 branches spread around Australia whose origins lie in serving the needs of Australian Defence Force personnel.

According to CEO, Jon Linehan, this focus means the bank’s customer base is naturally younger than the average for an Australia bank.

“They are using technology all the time, so we are responding to that,” he says.

Most recently, that saw Defence Bank deploy video communications to customers via a mobile app, developed in conjunction with NCR and soft-launched late in 2015. The goal was to create a new channel allowing customers to speak face-to-face with Defence Bank staff regarding significant transactions such as mortgage and personal loan applications, and for one-off queries.

“Our membership is very spread, in terms of the majority of our members being outside of capital cities, and they are often in remote locations or overseas,” Linehan says. “We wanted to go out to where they are – and they can literally be in the middle of wherever they are – and begin that discussion.

“Because most of our members have mobile devices, it made sense to us. Increasingly and over time, the second largest transaction channel we now have is mobile.”

Deployment of video has had interesting consequences for Defence Bank’s contact centre.

“If you think of a traditional contact centre, without a visual contact point, the way that people dress or talk is quite different to your face-to-face contact,” Linehan says. “We have had to train people up in terms of the video contact and how they talk to people while on video.”

He adds the contact centre is also being transformed thanks to the integration of social media, and soon Web chat.

“As we move to an omnichannel strategy, our endeavour is to make certain we are at all the touchpoints our members desire,” Linehan says.

The response so far to the video capability has been positive, Linehan says, with calls coming in from as far away as Finland. He says the technology led to a good volume of new loan applications over Christmas, and expects further uptake as the capability is integrated into Defence Bank’s main customer app.

“We have gone for a very soft approach to the market in how we are launching it, because we are conscious that it is changing customers contact preferences,” Linehan says. “We don’t want to come across as forcing it on our members or our target market.”

The video capability is part of an ongoing program of technologically driven transformation for Defence Bank, which is also overhauling its branch network to support a model that will see them used less for transactions and more for advice.

“We are quite an agile organisation,” Linehan says. “We are very good at looking at things that exist and trying to reinvent them in a different way.

“Philosophically we believe that they the Australian Defence Forces should have the best of technology, not only in their day job, but in a broader sense in how they are serviced.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in