NAB digital head admits transitioning culture of bank has been ‘really hard’
NAB’s digital marketing boss has admitted it has been “really hard” driving the cultural shift towards a more agile setup which has seen the bank move to an attitude of “less Powerpoints and more prototypes”.
General manager of digital Todd Copeland detailed some of the changes which have gone on at the bank over the last 18 months, and revealed 90 per cent of its daily customer interactions come through digital channels, with 65 per cent of those through mobile devices.
Pointing to the need for “effortlessness and consistency” to make a good experience for customers he added: “Only 10 per cent of those mobile customers only use mobile only, so we have to have consistency across the channels. Our customers tell us through social or whatever channel very quickly when we make it hard.”
He was speaking at a session on cultural change at the Adobe Summit overnight alongside Rob Roy, the head of interactive marketing and eCommerce at Time Warner Cable. On change he said: “The more pushback you get probably means the better job you’re doing. When you’re starting to become counter culture that’s when you’re starting to make the biggest impact.”
