Case Study: Havas helps The Co-operative Bank boost engagement with Adoreboard

Enabling Havas to reposition The Co-Operative Bank as a customer-led ethical bank

Havas worked with Adoreboard to help The Co-operative Bank strengthen its customer experience while positioning the brand as a customer-led ethical bank. The challenge was to quantify emotional reactions to the bank’s messaging, build a persona that reflected its ethical stance, and shift CRM from a transactional approach to a more transformational one.

Using Adoreboard’s emotion analysis, Havas identified the emotions and motivations behind different customer personas and linked emotional responses to specific actions. This informed a new CRM programme for The Co-operative Bank, improving message alignment, significantly increasing click-through rates, and creating best practice for using emotion AI to improve customer experience.

Havas

Alastair Pegg

Marketing Director The Co-operative Bank