Axis Bank wished to make itself accessible to not just a new group, but an entire new generation of customers.
With this objective in mind, the bank wished to transform itself into a young, vibrant and tech-savvy brand.
Our research into Axis Bank’s new target audience revealed that they are young, tech savvy individuals that spend a substantial time online. To this end, all aspects of the bank’s online presence needed to reflect the new youthful face of the brand. To reach out and establish a connection with this new customer base, the first step was to enable a future-ready banking experience. We also needed to make sure that the needs of existing customers did not take a back seat.
Our findings revealed that for the bank's new target audience, online interactions were of a fleeting nature. Hence, instead of bombarding the visitor with large chunks of content describing Axis Bank's products and services, we decided to put the user in the driver's seat. We adopted a personalized approach that enables the customer to select a specific need, and have the entire website customize itself to match that need.
In the online transactions as well, we decided to eliminate the lengthy procedures associated with traditional banks and offer a quicker, easier banking experience. The user can access any piece of information within 3 clicks.
The new overhaul made sure that the website’s offerings stayed true to the brand promise.
The new website personified the bank’s philosophy and spoke to the user as a friendly financial advisor. By keeping things simple and accessible, personalizing the overall experience and saving time and effort, Axis Bank displayed a thorough understanding of the needs of its users, and hence was able to forge a better relationship with existing customers and reached out to new and potential ones.
Join a community of like-minded innovators, strategists, technocrats, artists and creators!View Vacancies
36-A, Big Apple, Dr. Shirodkar Road, Parel, Mumbai - 400012.India. T: +91-22-43110303. E: email@example.com