Putting ‘Personal’ Back into Banking:
How Rabobank Used Customer Personas and A/B Testing to Deliver a ‘High Touch’ Online Banking Experience.
Originally founded more than 120 years ago as a rural credit cooperative for Dutch farmers, Rabobank is almost entirely focused on agriculture and, despite having more than 90 branches across Australia and New Zealand, most of its customer conversations still happen face-to-face, on customers’ properties.
In addition to its traditional agricultural customer base, Rabobank also owns secondary brand, RaboDirect; a direct bank where most transactions take place online and its customers are mainly based in Australian cities.
For Bryan Meredith, Head of Digital at Rabobank, maintaining a ‘high touch’, personal approach towards online interactions, for both Rabobank and RaboDirect customers, was crucial to the bank’s future success. “We have two very different offerings, which target two very disparate customer segments but they both still require, and expect, the best possible online experiences”.