The work
Formerly known as Qantas Credit Union, Qudos Bank rebranded in 2016, moved into new headquarters and opened up their services to be a bank for all Australians
As a customer-owned bank, Qudos Bank exists to benefit its customers and community rather than shareholders, with the goal of being a bank for all life’s destinations.
A new brand meant new positioning, with Qudos aiming to be the bank customers can rely on at any time in life – empowering them with the products, services and support they need to make the right financial decisions.
This extends to their written content, which aims to answer three key questions:
1. Does it put the customer first?
2. Is the message authentic?
3. Does it convey our passion for what we do?
Qudos engaged Yell to create regular educational and topical content for their blog – a bi-monthly update that talks to customers about issues that are relevant for them and, if appropriate, shows how Qudos can help.
The solution
A customer-focused organisation like Qudos Bank is the perfect fit for Yell’s philosophy towards content – that it shouldn’t be written, it should be designed.
By this we mean that all content should start with the reader and follow our content design principles:
- Use empathy as a design tool
- Be delivered through sprints or other fast iterations
- Use customer feedback and insights to refine outcomes
- Create positive experiences with every interaction
In a time when more Australians than ever are feeling financial stress, this approach is more important than ever. Customers don’t want to be sold to – they want to be understood and have their needs met, including those needs that they may not yet be consciously aware of.
The content Yell creates for Qudos includes topics as diverse as how to take financial control during instability, getting a great deal on a car, EOFY tax tips and how to stay safe when buying online. All timely, customer-focused topics that ensured that Qudos’s customers are empowered to be in control of their money at all times.
Following analytics data that content on the topics of security and fraud-prevention were resonating with customers, Qudos asked Yell to expand the content into an online security hub and accompanying booklet to ensure that their customers had the knowledge they needed to stay safe.
“We’ve worked with Yell Creative for over 12 months and find them flexible and easy to work with. They understand our communication strategies and client briefs, which range in topics, and provide valuable insight and knowledge of the finance and property industry. They have provided well-crafted article content, resonating with our audience, and have worked with us on other major projects including website and booklet content, that has also received many compliments from other stakeholders within the business.
We would highly recommend Yell Creative, as they are efficient, passionate in the content they deliver and keen to assist with any project we put forward.”
Jessica Haldane, Qudos Bank
We look forward to continuing to work with Qudos Bank and delivering content that delivers for both their customers and their business.
