Barclays

Unifying personalized experiences in-branch and online

OVERVIEW

Retail banks are facing tough digital transformation challenges, as they struggle with providing a frictionless and consistent customer experience. A primary focus across financial services is to increase digital adoption and engagement, to improve customer satisfaction and win back trust. 

Barclays set out to become known as the "bank that cares about you." Their proactive objectives were to reduce customer complaints, refine the customer experience, and improve digital adoption. Marketing efforts had to extend individualized messaging per customer and nurture them as ambassadors through improved services.

A streamlined and emotive banking experience was conceived to support Barclays’ vision to empower the branch to delight customers by providing intelligent systems and resources. From awareness through retention, the team was dedicated to prove campaign orchestration and content personalization, coupled with the latest artificial intelligence technologies including intelligent audience segmentation, content intelligence, and sentiment analysis.
 

DESIGN

Barclays’ criteria for the future vision was focused on trust, emotion, and the holistic experience, through an inventive journey of a potential skimming fraud. Unbeknownst to the thief, Barclays employs facial recognition and image matching irregularities to prevent such crimes. Adobe’s Creative Cloud and Experience Cloud work in tandem to identify potential threats and establish trust and loyalty for the customer and the bank. In-branch, sentiment analysis and content personalization help mitigate distressed customers, delivering specialized content and advocating relevant support and services. 

Artificial intelligence drives the technical underpinnings of the solution, beginning with offline campaign orchestration to the most valued profiles via lookalike modeling. At the ATM, users are verified through facial recognition and content intelligence, matching irregularities and notifying the appropriate authorities of discrepancies. Additional paths of the orchestration push notifications for transactional or operational messages for users and branch staff. As customers walk into the branch, sentiment analysis mitigates emotional situations and promotes positive support, advocating relevant services. The experience orchestration continues to strengthen relationships with curated content across personalized touchpoints.

Key Objectives

+  Reduce customer complaint
+  Minimize errors in accounts & information
+  Improve experiences through intelligence
+  Increase digital adoption
+  Provide advisor enablement
+  Put customers at ease
+  Personalization & individualized messaging
+  Move from banking, toward service provider
+  Nurture ambassadors
 

Following the success of the initial sessions, Adobe hosted key banking executives in San Jose. In roughly 15 working days, Adobe transformed the concepts into a three and a half minute video. With no time (or budget) for casting, shoots, or location scouting, Adobe turned to its Stock footage division. The experience team produced a cohesive video with all original content and tools from Stock, Typekit, Illustrator, Photoshop, and After Effects. 
 
With continued success, alternate videos have been created including a white labeled version for other prospective opportunities.
 

OUTCOME

Barclays is successfully earning customer trust and increasing digital adoption through relevant services. More so, the branches are saving time and resources through automation and intelligence processes. The efforts had definitive impact on the business, helping close a $28M deal and positioning Adobe as a leader in positive customer experiences across financial services. 

With continued success, alternate videos have been created including a white labeled version for other prospective opportunities. Lloyds Bank, the largest retail bank in the United Kingdom, started to take notice and also engaged Adobe to help win the hearts of their customers.

NEWS

How Adobe's AI Platform Helps Banks Merge The Online And In-Person Experience
TechRepublic

RESPONSIBILITY

+  Lead & Manage Experience Teams
+  Heuristics & Ecosystem Assessments
+  Visioning & Opportunity Analysis
+  Adobe WWSC 2018 Stage Presence

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