Client: Barclays Bank Kenya
Partners: Bursara Center for Behavioural Science
Sector: Retail Banking
Services: Experience Design, Customer Journey Mapping, Service Blueprinting
An Iconic Experience for a New Flagship Branch
As part of a major rebrand, we designed an elevated in-branch banking experience for new and existing customers.
The Challenge
Creating an iconic experience for the Absa Flagship branch
Barclays wanted to use the opportunity of a re-brand to define and deliver an iconic in-branch experience to its new and existing customers.
Our Approach
We developed an end-to-end experience branch cross-section to understand all users and activities at every internal touch-points and worked together with the Absa transformation team and the Barclays’ branch contractor to incorporate our recommendations into the physical branch design.
Define Moments of Differentiation
We started by co-defining what iconic CX would mean for customers as their bank transitioned from Barclays Bank to Absa. Next, we co-created the future CX for the upcoming flagship branch.
It took several weeks to develop an end-to-end experiential branch cross-section to understand all users and activities at every internal touch-point. We worked with the Barclays Bank transformation team and the architect to incorporate our recommendations into the physical branch design.
This provided clarity and focus on the details and instruments that set a higher than ever standard of service and experience.
The Outcome
Marathon prepared, designed, and delivered a CX strategy playbook specific to the new flagship branch. The contents detailed and defined the experience at multiple critical in-branch moments. This encouraged staff of the bank, now rebranded to Absa, to own the delivery of delightful CX—guided by the playbook.
The physical design of the flagship branch now carries several features of iconic CX.