Swiss Gold Plus /// Case Study
CAMPAIGN site
Note: Display corresponds to that of the client browser. Consultant functions can only be experienced in a guided live tour.
Trust is the foundation of any investment - but how does trust develop when clients and bank advisors have to keep their distance from each other due to the Corona epidemic? The Tour de Swiss Gold Plus reunites people face-to-face while keeping them physically apart, and even makes it possible to travel together to Switzerland during the lockdown - so investors can find the perfect home for their money while staying safely protected in their own.
Contact restrictions and repeated branch closures have brought DZ Bank's new customer business to a standstill. Yet personal contact plays an essential role, especially for the bank's most important target group: people aged 65+. However, this age group is usually skeptical of digital distance offerings and is one of the "digital laggards": they use the Internet, but value more the constant, trusting relationship with their personal bank advisor. In addition, they are usually not particularly adept at using technology and video conferencing tools.
An online advisory tool that enables bank advisors and customers together to learn about financial products step-by-step and person-to-person in an interactive, graphic journey. As a pilot, we created a story-based journey through Switzerland for the "swiss gold plus" custody account solution, in which customers can independently experience the benefits of Swiss investments such as gold, equities and real estate - while admiring Switzerland's beautiful backdrops such as the Alps and its metropolises, which are thematically interwoven with the investments. Complex financial advice in postcard format, so to speak. The tour is accompanied by the advisors by telephone. As the clients' "tour guides," they personally present the products, answer questions, and can also control and moderate actions on the client's browser via websocket protocol - more modern solutions such as video calls were deliberately avoided, since headsets and microphones are often not available among the older target group.
To make the Tour de Swiss a truly personal experience, consultants have the option of generating a personalized tour preview page for each customer to warmly welcome them by name. Via the same consultant-only area of the portal, email templates can be generated to send automated appointment invitations for the joint tour to customers.
Visuality plays a decisive role especially in guiding the older target group. It is therefore no coincidence that the design of the online tour is reminiscent of 1950s tourism posters, which are as charming as they are nostalgic. Videos of impressive aerial views of Geneva, Zurich or the Alpine panorama serve as the canvas of each chapter, accompanied by an intro page in large typographic letters - a look we developed for each subsection to match the theme. The postcard principle is used to even greater effect when scrolling down into the respective information areas. The explanatory texts are pointed, factual but at the same time empathetic and easy to understand, and are visually framed by address field lines and postage stamp icons. At the same time, we used parallax effects and a modern icon language for contrast. A timeline guides the user through the chapters of the Tour de Swiss and offers the possibility to move through the story linearly on the one hand and to jump back to menu items at any time on the other hand. This is an important aspect for older users in particular, whose attention can sometimes wane during a presentation lasting several minutes.
In a short time, and actually out of an emergency situation, we developed a completely new form of product consulting in the private banking sector that makes the corona-related requirements of "remote consulting" accessible to customers who are otherwise difficult to reach digitally. The success of the portal has convinced DZ Bank to digitize further financial products using web-based tools in 2021 and 2022 and to make online consulting a permanent feature of your customer management. For DZ Bank, we have thus provided an important answer to the question of what the banking of the future will look like: decentralized, barrier-free, and person-to-person.
Personalized e-mails
sent per day:
min. 35
Product tours and online advisory sessions carried out:
1.400+
Further results such as actual contracts concluded and investment volume generated are subject to the strict data protection regulations of the financial industry and the DZ Bank.
(Status 2/21)