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Keeping it Simple

Customer panel members helped us road-test a new savings guide before copies were printed and put into our branches.

Keeping it simple

When our savings team decided to produce a helpful new guide to choosing the right account, who better to help finalise the design and content than the people who will ultimately be using it – our customers.

We invited panel members to offer feedback on a draft copy of the guide, which is designed to direct users to a particular type of savings account based on their needs and the channel they prefer to use, be that a local branch, online or via the telephone and post.

The survey started with a few quick questions to test people’s understanding of the content.  This helped us ascertain whether or not key information was clear and not misleading or difficult to find.

Scores were very encouraging, for example 80% of respondents spotted that some West Brom savings accounts can be opened with an initial deposit of just £1.

We also asked you to give overall ratings for the quality of the guide according to how clearly it was laid out, ease of understanding and how effective the cover was at conveying what the leaflet is all about. 

In each case the leaflet scored more than 8 out of 10, on a scale where 10 is considered very good.  Again, a very pleasing response.

As one panel member kindly told us: “I thought it was thoughtfully produced in the language of ordinary people.  Too often these leaflets are technical and use financial terms which can confuse.  Well done.”

Suggesting improvements

An advantage of getting your feedback before new literature is published is that we can gather suggestions for how it could be improved and the comments you sent us from this survey were particularly helpful.

Some people felt the photograph on the cover needed a re-think because the one used didn’t have any direct connection to saving.  We listened and replaced it with the one you see above which features coins and a piggy bank.

Another felt we should be including interest rates as they are invariably a key factor when choosing the right savings account.  We do recognise this, but also have to consider the practicalities because rates have a tendency to change over time and we wouldn’t want printed material in our branches to contain inaccurate information.

What we did add to the final guide was a message clearly signposting where customers can find our latest savings rates.

How this helps us

Having studied the survey results and feedback, we fine-tuned the savings guide and printed copies can now be found in all West Brom branches.

We are also using your insight to develop more customer literature, including leaflets on tax-free savings and West Brom accounts which offer easy access.

Verity Coton-Matthews, Marketing Communications Manager at the West Brom, values the opportunity to engage with customers while preparing new product information.

She said: “When we are investing time and money in creating printed material then it has to serve its purpose by being informative and user friendly.  We’ve appreciated the chance to interact with real West Brom customers in order to make this happen, ensuring that the final piece of work flows well, has no jargon and enhances the overall customer experience.

“We hope the savings guide, and our other literature placed in branch and on our website, helps to communicate the broad range of savings accounts the West Brom offers depending on what people have to invest and how they prefer to manage their money.” 

Contact the Media Centre

To find out more information on any of the news articles featured in this site, please get in touch with:

Elli Gould
Corporate Communications Manager
Mobile: 07890 959685
Email: pr@westbrom.co.uk

Please note our Media Centre is intended for journalists and the team cannot assist with customer queries. If you are a West Brom customer, please click here for details of how to contact us.

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