The Bank of Ireland wanted to transform its customer experience through intelligent visual communication, according to a case study from BT Group.
In a revitalized banking sector, where competition is steady with a need for differentiation, Bank of Ireland aimed to improve the customer experience at the point where people first interact with the bank. To showcase new ideas and technologies, it focused on upgrading its branch in Dublin City University (DCU), targeting a student population that has always been a key customer demographic.
James Munnelly, Head of Marketing at Bank of Ireland, came up with a model that could be rolled out across other branches, the case study says. BT Ireland was chosen to implement a digital signage solution with its partner RMG Networks, an intelligent visual communications specialist.
Working with the bank’s marketing department and RMG, BT devised and implemented a fully networkable solution, supporting real-time content delivered out of the bank’s data center. At the front-end, cutting-edge digital signage relays key marketing messages while touchscreen displays allow for self-service interaction.
BT’s multimedia services are always optimized, ensuring that the content is prioritized on the network.
“It’s always been part of BT’s business remit to be at the centre of key customer touch points, whether it’s digital signage or a range of communication services, from telephony to video,” Graham Fagan, Head of Innovation & Development BT Ireland, said in the case study. “We also designed the content with RMG, taking care to make sure it is continually refreshed and made interesting. Signage alone will impress for a period, but quality content is the key to long-term success.”
The agility of the system means that the Bank of Ireland will be capable of centrally managing cross-promotional campaigns, aligning a prime time TV advert, for example, with next-day messaging on the campus screens.
DCU students and staff now have a state-of-the-art Bank of Ireland branch in the heart of the campus. It’s all about making the banking experience more accessible, from the welcome desk to screen-filled walls, sharing information, and encouraging engagement, the case study notes.
In the case study, Munnelly identified a number of customer benefits that the new-look branch has already delivered.
“Firstly, it expands our message frequency and effectiveness,” he said. “Traditional posters provide one message; a digital screen delivers far bigger frequency of message from the same ‘footprint’.’’
Crucial to the success of the project is BT’s ability to optimize the network to ensure the digital signage is always the ultimate expression of the bank’s brand.