Nordea

Refreshing the regional banking experience for the leading Scandinavian bank.

Challenge

Nordea is the largest financial services group in the Nordic and Baltic region. We were asked to help Nordea understand how well their brand was perceived across each of their four territories and then to develop a map for their future brand experience that would build on any positive brand elements, and guide the development of a future state where customers needs are addressed at every point in the customer life-cycle.

Solution

We audited the in-branch experience throughout the region, paying particular attention to customer needs and behaviours on all touch points, physical and digital. Our audit established how the brand was engaging with customers at different points in the customer lifecycle.

From the audit, we then developed a set of experience drivers - ‘trusted relationships’, ‘smart simplicity’ etc - to guide how the brand DNA should manifest within the Nordea customer journey. We also defined what the physical and digital experience must accomplish to bring the Nordea brand and personality to life in ways that are meaningful to Nordea’s customers and deliver against the promise of ‘making engagement count’. 

Finally we created a master prioritised list of practical actions that the bank’s retail teams across the different regions could carry out to see the most impact for the least effort.

My role

Project definition, workshop facilitation, client interviews, service direction.