CIB Energy Platform Commercialisation
Refocused a CIB energy platform programme through deep colleague and customer research, ecosystem mapping, and service blueprinting — unlocking internal advocacy and optimising the digital commercialisation strategy.
To increase product awareness, usability and increase client adoption.
Business Problem
This bank developed an innovative platform-based business model-driven energy solution that successfully connected eligible corporate clients with vetted alternative energy providers, driving sustainable partnerships and expanding market reach. Faced with low acquisition rates and fragmented cross-functional coordination, the project lacked internal advocacy, with relationship managers hesitant to promote the system due to misalignment and unclear value.
Approach
Focused on improving acquisition and experience outcomes by enhancing digital product commercialisation, streamlining coordination among relationship managers, strengthening post-sales support, and supporting the transition to the new CIB design system.
Customer, Colleague and Market Insight
Developed and executed a multi-segment research methodology, including corporate client interviews and site-based observations. Insights shaped solution enhancements, refined sales collateral, and optimised the digital activation strategy to align messaging across Corporate and Investment Banking (CIB) and retail sectors.
Ecosystem and Stakeholder Mapping
Developed an ecosystem map that improved service delivery and data sharing, enabling enhanced digital product opportunities in CIB Digital.
Journey Mapping & Service Blueprinting
Refocused project direction by uncovering key colleague experience insight; delivered blueprints to enable seamless implementation of prioritised features.
Product Commercialisation Optimisation
Optimised customer journey and boosted sign-ups by auditing digital activations (including social media and ATT advertising) and recommending improvements with partner agencies.
Testing, Measurement, Feedback and Continuous Improvement
Collaborated with cross-functional teams to conduct FMEA, define journey-specific KPIs, and map metrics via STTM. Delivered tailored PowerBI dashboards and workshops to support service improvement across product areas during migration.
