We use cookies to improve your online experience. Full details about our use of cookies can be found by reading our Privacy & Cookies page. Please note that by using this site you are consenting to the use of cookies.

Allow Cookies
Disallow Cookies

Customer facing advice on corporate websites

UK retail bank: External education for customers 

 

Download: External education for customers case study (PDF, 1.19MB)

 

The Security Company (TSC) is working with a large UK retail bank to refresh the security pages on their customer website.

 

Background

 

The bank wanted to build on and improve their existing security pages on their customer website; historically, this area of the site was difficult to navigate and lacked imagination. The existing security pages were identified as too technical and complex for the customer to understand, and the style was very dry. This was in stark contrast to the rest of the site, which was vibrant and engaging.

 

Our client wanted a solution that included all the relevant information about using their Mobile and Internet Banking services, without alarming their customers.

 

Objectives

 

  • To provide easy to access, up to date information for customers
  • To reassure customers
  • To drive awareness through customer education
  • To promote the retail bank as a security conscious company
  • To drive acquisition
  • To be 'Best in Class'
  • To reduce occurrences of customers claiming compensation through the fraudulent use of their personal information

 

The challenge

 

The bank asked TSC to rewrite the security pages to make the content more engaging and relevant to the customer.

 

TSC worked with the client and their existing third party supplier to revive the tone of voice and style of their online security content. The pages were rewritten using clear language and practical examples to highlight personal security risks and explain how common threats and scenarios impact on Internet and Mobile Banking.

 

The advice and guidance aims to empower the individual to overcome their concerns about the security of online services and make better informed decisions about how they use the internet. 

 

Look and feel

 

TSC also redesigned the layout of the security pages. The aim was to improve the online user experience and inspire the user to take greater interest in security. In particular the steps the user can take to protect their information online and minimise the risk of compromise through their inadvertent behavior.

 

Presenting the security topics in smaller, 'bite-size' chunks using expanding modules enabled us to generate a new look and feel that increased accessibility for the user whilst adhering to the retail bank's brand guidelines.

 

Part of this redesign involved altering the sitemap to elevate the security pages and make it easier for customers to navigate to this section of the website.

 

This rework has proved to be of significant importance to the client as both a differentiator to competitors and as a clear demonstration of their customer focus. But ultimately it's all about the bottom line and how a programme such as this can demonstrate a measureable return on investment.